L’Oreal teams up with Facebook for virtual makeup AR platform

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Choosing the right makeup can be a hassle; while it might look good in the bottle or palette, this doesn’t always translate once you’ve applied it to your face.

But by that point, you’ve already wasted your money. 

Maybelline parent company L’Oreal has now teamed up with Facebook to help shoppers get a better idea of how makeup will look on your skin before you purchase it.

The firms revealed a plan this week to roll out an augmented reality platform that will let you try on different lipsticks and eye shadows, with plans to eventually include foundation and even eyebrow shapes.

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Maybelline parent company L'Oreal has now teamed up with Facebook to help shoppers get a better idea of how makeup will look on before you purchase it.

The firms revealed a plan this week to roll out an augmented reality platform that will let you try on different lipsticks and eye shadows.

Maybelline parent company L’Oreal has now teamed up with Facebook to help shoppers get a better idea of how makeup will look on before you purchase it. France’s L’Oreal, the world’s biggest cosmetics group, bought Canadian augmented reality specialist ModiFace in March

WHAT’S THE DIFFERENCE BETWEEN AR AND VR?

Virtual reality is a computer-generated simulation of an environment or situation

  • It immerses the user by making them feel like they are in the simulated reality throughimages and sounds
  • For example, in VR, you could feel like you’re climbing a mountain while sat at home

In contrast, augmented reality layers computer-generated images on top of an existing reality

  • AR is developed into apps to bring digital components into the real world
  • For example, in the Pokemon Go app, the characters seem to appear in real world scenarios

L’Oreal said on Thursday that the Toronto-based company is working with Facebook to develop augmented reality experiences on the platform for L’Oreal brands, starting with NYX and including Urban Decay, Lancome and Yves Saint Laurent.

The latest move adds to L’Oreal’s push to drive more sales online and through social media networks.

Cosmetics firms including L’Oreal rival Estee Lauder and retailers like LVMH’s Sephora are investing heavily in technology, in an age of selfies and beauty bloggers that has helped shift the industry onto the web.

France’s L’Oreal, the world’s biggest cosmetics group, bought Canadian augmented reality and artificial intelligence specialist ModiFace in March.

Customers will eventually be able to try on anything from foundation shades to eyebrow shapes and hues, said L’Oreal’s chief digital officer Lubomira Rochet, adding that the virtual tests helped the company clinch sales.

‘What we’ve seen on our sites is that when there is a virtual test facility, conversion rates increase significantly,’ said Rochet.

Social media networks had become the biggest growth driver of web sales for L’Oreal in terms of attracting shopping traffic, though purchases are redirected to take place on brands’ own sites or third party online retailers, Rochet added.

The French company said e-commerce revenues reached 9.5 percent of all its sales in the first half of 2018, up from close to 5 percent three years ago.

Customers will eventually be able to try on anything from foundation shades to eyebrow shapes and hues, said L'Oreal's chief digital officer Lubomira Rochet, adding that the virtual tests helped the company clinch sales

Customers will eventually be able to try on anything from foundation shades to eyebrow shapes and hues, said L’Oreal’s chief digital officer Lubomira Rochet, adding that the virtual tests helped the company clinch sales

The virtual testing technology should eventually be rolled out on Facebook’s photo-sharing networking site Instagram, Rochet said. 

In China, where Facebook is blocked, Rochet said L’Oreal was also talking to other partners about similar deals, without naming them.

Luxury goods groups in China do a lot of business through Tencent’s messaging and networking site WeChat.

Facebook said it had begun testing augmented reality in advertising as of July, with Sephora and brands like fashion group Michael Kors. 





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