BEAUTY CARE

L’Oréal, ModiFace bring virtual makeup try-ons to Amazon

BY Gisselle Gaitan

ModiFace, which was acquired by L’Oréal in 2018, announced that it will be bringing its artificial intelligence technology to Amazon.

Together, the companies will be bringing virtual makeup sampling to consumers on Amazon via the front-facing camera on their mobile phones to try on various shades of lipstick in a live video or selfie, the companies said.

“We are delighted to team up with Amazon to provide its customers an Augmented Reality makeup try-on that offers highly realistic results and makes online shopping even more comfortable,” Parham Aarabi, the chief executive officer of ModiFace, said. “Thanks to a precise color rendering, enabled by our unique AI-powered technology, shoppers can easily try-on thousands of lipsticks available on Amazon and purchase the shades that fit them best.”

The technology from ModiFace, which is run on Amazon Web Services, lies in the photo-realistic results and automation, as well as AI-enables shade calibration, the companies said.

In addition, the augmented reality simulation of each shade users can sample, is done automatically. It is based on the AI-powered analysis of information provided by individual makeup brands, as well as images and descriptions of the products available on social media.

Lastly, the technology also analyzes textual and visual information related to a particular makeup shade and then is able to realistically reproduce it via augmented reality.

“We are excited to team up with ModiFace to make shopping for cosmetics online even easier by offering customers the ability to virtually try-on before they buy,” Nicolas Le Bourgeois, the head of Amazon Beauty said. “With this new AI-powered virtual experience, Amazon customers can now conveniently try-on thousands of lipstick products, save photos on their devices to share with friends and ultimately purchase with greater confidence –wherever they are, whenever they want, with products delivered right to their doorstep. This launch is another important milestone in our vision to be the best possible place for customers to discover and buy beauty products online.”

ModiFace will begin rolling out the technology on Amazon beginning mid-2019 for those in the United States and Japan.

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