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L’Oréal and Facebook partner for AR-powered make up try-on experiences

David Murphy

L’Oréal and its recently-acquired augmented reality (AR) and artificial intelligence division, ModiFace, have announced a long-term collaboration with Facebook to create new AR experiences delivered through Facebook Camera products.

ModiFace and Facebook will deliver AR-powered make up try-on experiences from beauty brands, including Maybelline, L’Oréal Paris, NYX Professional Makeup, Lancôme, Giorgio Armani, Yves Saint Laurent, Urban Decay, and Shu Uemura. The first experience will be launched by NYX Professional Makeup at the end of August.

“Facebook and L’Oréal share the vision that augmented reality is becoming key for product and brand discovery and purchase,” said Lubomira Rochet, chief digital officer at L’Oréal. “We are at that magical moment when technologies have matured enough and consumer appetite for using them is growing everywhere. We are very excited about that new step in our long-term partnership with Facebook. One fascinating aspect of this partnership is that it keeps us innovating the beauty user experience. After having adapted our creatives and contents to a mobile-first world it will be very interesting to see how AR is going to change the creative playbook of our industry”.

You can see a demo of the AR experience here.