L'Oréal And Facebook Announce AR Partnership

L'Oréal And Facebook Announce AR Partnership

The beauty brand and social media giant are rolling out a "try before you buy" makeup experience.

The beauty brand and social media giant are rolling out a "try before you buy" makeup experience.

Text: Lilly Pace

In the midst of an age where social media networks drive online cosmetics sales, beauty and technology are about to become even more intertwined. L'Oréal recently announced that they're partnering with Facebook to release an augmented reality experience for their makeup brands Maybelline, L’Oréal Paris, NYX Professional Makeup, Lancôme, Giorgio Armani, Yves Saint Laurent, Urban Decay, and Shu Uemura. This announcement comes after the world's biggest cosmetic group purchased Canadian augmented reality and artificial intelligence business, ModiFace, earlier this year.

Starting with makeup brand NYX, L'Oréal customers will soon be able to use the Facebook camera to "try on" lipsticks, eyeshadows, foundation shades, and eyebrow shapes before making a purchase.

"Facebook and L'Oréal share the vision that Augmented Reality is becoming key for product and brand discovery and purchase," said L'Oreal's Chief Digital Officer Lubomira Rochet. "We are at that magical moment when technologies have matured enough and consumer appetite for using them is growing everywhere."

The first augmented reality experience will be launched in late August through NYX Professional Makeup, with the technology later being rolled out to L'Oreal's other brands, and eventually moved to Instagram. Check out a demonstration of the new virtual experience below!

Credits: Cover Image Via L'Oréal

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