Known as Light Field Rendering, the technology works by providing a realistic simulation of make-up shades under a selection of different lighting conditions, as demonstrated in this video .
The technology tackles the fact that when make-up is applied the results can only be assessed according to the prevalent lighting conditions at the time, whereas, if the make-up is to be worn in broad daylight or under studio lighting conditions, for example, it might not have the same effect.
Getting make-up right
“We see this technology significantly impacting the realism of virtual makeup renderings and skin-care simulations, and making virtual simulations and real-life try-ons much closer,” Dr. Parham Aarabi, CEO of ModiFace told Cosmetics Design.
The developers believe that this will particularly impact make-up application for video and photo shoots, which could be used for professional purposes, or could equally be used by regular consumers wanting to take the perfect selfie.
Although the technology itself is advanced, the concept is straight forward and very easy to use.
“The new patented technology, which first estimates the light field based on a video of the environment, estimates various light parameters including how the light is interacting with the skin,” said Dr. Aarabi.
“From there, the exact coloration of any makeup layer is calculated and the color is dynamically adjusted to match the lighting of the scene. This results in a realistic rendering of the shade in all lighting conditions including situations with extreme brightness or darkness.”
A win for brand owners and personalization trend
Brand owners also stand to win from the technology because it can provide in-store demonstrations that optimize the use of specific color cosmetic products, a valuable tool that also taps into the millennial consumers liking for experiential retail experiences.
“Brands can offer consumers a more realistic simulation of the makeup shade, helping them select the color that best matches their skin tone prior to purchase,” said Dr. Arabi.
But the possibilities do not end there, as Dr. Arabi also points out that are several other applications for the technology, while it can also tap into an individual’s coloring and skin tone and the massive trend for personalization.
“Virtual simulation is the key application, but AI-based assessments and product recommendations will also benefit from this technology,” he said.
“From knowing the exact shade of the skin, to the color of the eyes and hair, this technology will enable more accurate estimation of the facial parameters, leading to more personalized recommendations.”