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L’Oréal to bring virtual make-up testing to Amazon

L’Oreal’s virtual make-up testing technology ModiFace will soon offer Amazon shoppers the opportunity to try on lipsticks using live videos on mobile or through selfies.

The French beauty company announced the contract with Amazon on Tuesday, saying it will provide the testing beyond its own products, covering thousands of lipsticks available on the e-commerce site.

L’Oreal bought ModiFace in March 2018 to help grow online beauty sales and also collaborated with Facebook to bring the augmented reality makeup experience to users via Facebook Camera.

“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, 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.”

The service will launch in the United States and Japan in mid-2019 and is limited to lipsticks for now.

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