More and more beauty brands are taking advantage of the front-facing
cameras on smartphones. Now, Amazon is taking part.
According to Reuters, L’Oreal’s virtual reality business, ModiFace, is
providing its augmented reality technology — which allows consumers to try
on products — to Amazon. Customers of the online retail giant will now be
able to virtually test out lipsticks using videos and photos on their
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While the contract allows shoppers to test out brands such as Lancome
and Maybelline in addition to L’Oreal’s brands, the technology is currently
limited to lipsticks right now. The new service will launch in the U.S. and
Japan come mid-2019.
As a part of its investment in technology, L’Oreal bought Canadian
company ModiFace in 2018, to develop smart sensory brushes that help
consumers visualize different makeup and hairstyles on their faces. Since
buying the brand, L’Oreal has pushed its online sales further with a number
of their brands such as Urban Decay and NYX.