US social media leader Facebook has begun a first-ever collaboration with cosmetics giant L’Oreal and augmented reality (AR) experts Modiface to provide Instagram users with an at-home makeup filter.
L’Oreal will utilise Facebook’s Spark AR engine and Modiface’s AR tools to allow Instagram users to try on products from its NYX Professional Makeup, Urban Decay, Maybelline New York, and Lancôme brands.
Facebook believes the trio can attract new customers with its eCommerce opportunities available on its umbrella of social media applications.
Additionally, the AR try-on experience will improve the impact of advertising campaigns on Facebook’s platforms following a controversy earlier this year with Oculus virtual reality (VR) advertisements.
In a blog post by Modiface, Sue Young, Head of Spark AR at Facebook, commented on the opportunities the partnership presented:
“AR Try On is an exciting new foray within Facebook that’s already helping people shop online with more confidence”
Instagram users can access the virtual tools when shopping on the platform, which come just months after the Menlo Park-based company established an AR-powered suite of business tools for use across Facebook, Instagram, and Whatsapp.
What is Modiface?
Modiface is leading in the adoption of AR in beauty-tech and try-on simulations after creating several AR/AI software development kits (SDK) for live video face tracking on Android, iOS and browser-based platforms.
Both the ‘Beauty AR SDK’ and ‘Face AI SDK’ software programmes employ groundbreaking immersive technologies such as real-time facial tracking to offer an engaging eCommmerce experience.
Additionally, the Toronto, Ontario-based firm also created eCommerce AR solutions for beauty brands seeking to empower advertising campaigns with immersive augmented features.
Additionally, the beauty tech firm is expanding with in-person retail solutions such as an in-store AR mirror, where customers can experience AR enhanced try-ons along with in-store makeup experts.
