L'Oreal's ModiFace Intros New Virtual Makeup Try-On Service

In partnership with Shoppers Drug Mart, L’Oréal’s ModiFace is launching a new virtual try-on beauty service for online consumers in Canada.

The augmented reality service will allow shoppers to virtually try different makeup products and shades while at home.

The ModiFace AR experience includes products from Maybelline, L'Oréal Paris, NYX Professional Makeup, Lancôme, Yves Saint Laurent and Urban Decay.

The AR simulation of each shade is based on an artificial intelligence-powered analysis of information from the makeup brands, along with images and descriptions of the products from social media sources.

"This new service harnesses the power of AI and AR to provide personalized experiences and enhance consumer engagement in digital touchpoints,” stated Robert Beredo, chief digital officer of L'Oréal Canada. “It is key for product and brand discovery and it removes friction from the shopping journey in a seamless, engaging and playful way.”

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