How the giant beauty company L’Oreal uses AI & AR marketing

How the giant beauty company L’Oreal uses AI & AR marketing

What makes brick-and-mortar shops great is that we can test all our own formulations all the way we want, but walking into the store every day doesn’t anymore give the convenience we need. Good thing L’Oreal, the largest beauty company in the world – which also owns Maybelline and Shu Uemera now acquires ModiFace, the leader in AR and AI technology to further expand its worldwide expertise in beauty tech by using AI & AR marketing.

ModiFace is known for creating AR tech for beauty brands without actually trying the products at all. By uploading a selfie, AR apps can be used to superimpose beauty items onto your face and hair with real try-on simulations. It also works with live video as it can precisely track the face and facial features. Unlike the Amazon SmartMirror, ModiFace is not a piece of hardware. It is an app-based type and is made for mobile use.

There are about 70 researchers including engineers and scientists who have written over 200 scientific publications and have registered to over 30 patents over the past 10 years. In fact, ModiFace plays a big part in developing the AI apps of Estee Lauder and Sephora, the two L’Oreal’s biggest competitors. Sephora then launched its Virtual Artist app in 2017 which allows customers to save augmented image for future reference.

L’Oreal has embraced the digital beauty space with ModiFace and potentially disrupting it as well. Nowadays, testing beauty products by taking digital selfies is a novelty and investing in AR means more than that. If you turn away from brick and mortar shops, L’Oreal and other e-commerce businesses will color your world with their own innovative tech apps and drive beauty industry growth like it never before.

On the other hand, the Paris, France-based beauty care – Sephora is considered to be the earliest adopter of AI technology. However, L’Oreal is the only cosmetic company that is making deep and rapid investments into the sector as it has added more than 1, 700 employees on digital project departments.

What’s more about L’Oreal is that it has created an early-stage beauty startup accelerator at Station F, the well-known business incubator in Paris. Recently, the leading beauty company launched the Style My Hair app by ModiFace so users can virtually try on new hair colors and styles right from the L’Oreal Professionals line in 3D. With this in mind, beauty shopping and experimenting is a piece of cake. It’s about time to take your slice!

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