• by Chuck Martin , September 14, 2018

L’Oreal Paris is launching a new augmented reality try-on tool for more than 300 of the brand’s different shades.

Powered by Modi-Face’s facial recognition and AR product simulation technology, the tool does not require the use of a mobile app. The new feature allows customers to virtually try on beauty products online in real time.

"Our consumers are at the heart of all our innovations. We continually strive to create bespoke experiences that add value for them in new ways," stated Anne Marie Nelson-Bogle, senior vice president of marketing at L'Oréal Paris. "With this launch, we are excited to transform the way people can experience beauty with a new tool that offers a convenient, instant and personalized way to test L'Oréal Paris products."

The tool features photo-realistic color simulation for consumers to see how products such as blush, eyeshadow and lipstick would look on them.

L’Oréal acquired ModiFace earlier this year.