L’Oreal’s ModiFace subsidiary has brought virtual try-on technology for lipstick to Amazon, removing a purchase barrier for cosmetics consumers seeking to discover their perfect shade online.
In the U.S. and Japan, shoppers browsing some 475 SKUs on their smartphones can use the device's front-facing camera to see how different shades of varying intensity look in live videos, static selfies or on a similarly skin-toned model. The Amazon functionality rolled out first for Android devices, with iOS slated for launch later this year.
In addition to all L’Oreal brands, other participants include NYX, Revlon, Rimmel and Clorox Co.’s Burt’s Bees. Amazon e-commerce pages for the included products display a “Try Now” button to access the functionality while a top-of-page banner ad links to a dedicated shop corralling all participating SKUs.
ModiFace’s augmented reality stimulation of each shade is based on analysis of the information provided by makeup brands as well as images and descriptions of products on social media, the company said in a media release. The technology also relies on 3D facial micro-tracking including 68 parameters like lip edges, iris size and skin texture.
ModiFace launched a similar functionality via Facebook Messenger in 2016, before its acquisition by L’Oreal in 2017. The beauty tech company, which uses Amazon Web Services, additionally provides 3D color and skin diagnosis services, counting many major beauty brands among its clients including Sephora.
Among retailers making similar moves, Target last year unveiled a Beauty Studio AR feature powered by tech from YouCam that lets shoppers try on cosmetics including lipstick, blush and eyelashes.