Virtual beauty goes social: L’Oréal’s ModiFace teams up with Facebook

By Lucy Whitehouse

- Last updated on GMT

Virtual beauty goes social: L’Oréal’s ModiFace teams up with Facebook
ModiFace and Facebook will deliver augmented reality powered make up try-on experiences for users across the world, from the world leading beauty brands including Maybelline, L’Oréal Paris, NYX Professional Makeup and Lancôme.

Other brands listed to participate in the collaboration are Giorgio Armani, Yves Saint Laurent, Urban Decay, and Shu Uemura, the company says.

L’Oréal’s recently acquired ModiFace, an augmented reality (AR) and artificial intelligence (AI) solutions provider, will participate in a long-term collaboration with Facebook.

The aim of the collaboration is to create new augmented reality experiences delivered through Facebook Camera products, Modiface says.

The first experience among these will be launched by NYX Professional Makeup during the end of August 2018, with a demo of the experience available here​.

“People want new ways to experience products and services and Facebook’s Augmented Reality platform can make that happen today,” ​says Will Platt-Higgins, VP of Global Account Partnerships at Facebook.

“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.”

Insight from L’Oréal’s Chief Digital Officer

Lubomira Rochet, L’Oréal Chief Digital Officer explains that the move to partner with the social media giant is a savvy one for the beauty player, as both companies aim to offer digital users and interactive and engaging experience.

Facebook and L’Oréal share the vision that Augmented Reality is becoming key for product and brand discovery and purchase​,” Rochet confirms.

We are at that magical moment when technologies have matured enough and consumer appetite for using them is growing everywhere​.”

Rochet goes as far as suggesting that the outcomes of the partnership between L’Oréal and Facebook may prove to define the way beauty interacts with its consumers in the digital space.

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​,” she says.

“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​.”

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