L’Oreal partners Facebook to bring AR makeup experience

L’Oreal and Facebook have collaborated in order to bring AR makeup experience to Facebook users, one of the most popular beauty brands L’Oreal has partnered with Facebook to make that happen after acquiring AI business “ModiFace”, the company has announced on Thursday.

The new AR technology would let Facebook users try makeup from L’Oreal brands using AR and Facebook Camera. L’Oreal and ModiFace are working on AR technology to launch the first ever Facebook AR makeup experience by the end of August.

The L’Oreal brands include Lancome, NYX Professional makeup, Maybelline, Giorgio Armani, Yves Saint Laurent, Shu Uemura and Urban Decay, however, NYX Professional would be the first to launch AR make up experience on Facebook.

L’Oreal said we are collaborating with Facebook for long-term in order to bring the AR makeup experience to users as well as develop it further with the time being.

L’Oreal and Facebook believe that Augmented Reality (AR) is going to be the key for product and brand discovery and purchase in the near future, hence, working together on the technology would yield favorable results for both.

Chief Digital Officer at L’Oreal, Lubomira Rochet said, “We are now in an age where technologies like AR have developed enough to feed consumers hungry stomach which is growing everywhere.”

The beauty industry is one of the major naturally aligned markets for AR technologies, which could enhance the consumer interaction to the next level.

The Makeup using AR technology is not new though before L’Oreal acquired ModiFace earlier this year, Sephora a Canadian AR company has built AR experience called Virtual Artist. Some other brands and retailers like QVC and Target are also offering VR experiences for their customers but Facebook and L’Oreal collaboration is a major breakthrough in taking AR makeup to the next level.