L’Oréal and ModiFace have teamed up with Facebook for a new augmented reality experience delivered through Facebook Camera products.
The long-term collaboration will give users augmented reality-powered try-on experiences from leading beauty brands including Maybelline, L’Oréal Paris, NYX Professional Makeup, Lancôme, Giorgio Armani, Yves Saint Laurent, Urban Decay, and Shu Uemura.
The first experience, featuring NYX, will launch at the end of August 2018.
“This deep collaboration is very relevant for ModiFace since it will allow our AR experiences to live on Facebook and be used by millions of consumers across the world. This is a great new way to discover L’Oréal products and brands through very realistic, engaging and meaningful beauty experiences,” said Parham Aarabi, ModiFace founder and CEO.
“Facebook and L’Oréal share the vision that augmented reality is becoming key for product and brand discovery and purchase. We are at that magical moment when technologies have matured enough and consumer appetite for using them is growing everywhere,” said Lubomira Rochet, L’Oreal chief digital officer. “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.”