L’Oreal explores the realms of virtual reality with Facebook

LOréal Modiface-1After acquiring AI company ModiFace in March, global cosmetics giant L’Oréal is now collaborating with Facebook on augmented reality makeup experiences via Facebook Camera products.

“Facebook and L’Oréal share the vision that augmented reality is becoming key for product and brand discovery and purchase,” said Lubomira Rochet, L’Oréal chief digital officer.

“We are at that magical moment when technologies have matured enough and consumer appetite for using them is growing everywhere. We are very excited about that new step in our long-term partnership with Facebook. One fascinating aspect of this partnership is that it keeps us innovating the beauty user experience. After having adapted our creatives and contents to a mobile-first world it will be very interesting to see how AR is going to change the creative playbook of our industry.”

Customers will be able to try out makeup products online, including foundation, eye shadows and lipsticks, to see what bests suits them before purchasing. Cosmetics company Estee Lauder and makeup retailer Sephora are also heavily investing in technology – which has catapulted the industry into the online world, according to Reuters.

“People want new ways to experience products and services and Facebook’s Augmented Reality platform can make that happen today. By bringing AR into the mainstream L’Oréal and Modiface are reshaping the beauty experience and we’re thrilled to see this brought to life on Facebook,” said Will Platt-Higgins, VP of Global Account Partnerships at Facebook.

The first experience is set to launch with NYX Professional Makeup by the end August. Other major cosmetics brands such as Maybelline, L’Oréal Paris, NYX Professional Makeup, Lancôme, Giorgio Armani, Yves Saint Laurent, Urban Decay and Shu Uemura have also got on board with makeup augmented reality for their consumers.

“This deep collaboration is very relevant for ModiFace since it will allow our AR experiences to live on Facebook and be used by millions of consumers across the world. This is a great new way to discover L’Oréal products and brands through very realistic, engaging and meaningful beauty experiences,” said Parham Aarabi, CEO and founder of ModiFace.

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