Beauty fans can now test out coveted makeup products virtually on Amazon, thanks to a partnership between the retailer and L’Oréal. The beauty giant’s ModiFace augmented reality and artificial intelligence platform (acquired by the group in 2018), is using its AI-powered technology (which is run on Amazon Web Services) to enable Amazon to offer digital try-ons for the first time.
The concept will see Amazon shoppers in the US and Japan given the choice of virtually testing out lipsticks in live video or selfie mode, using the front-facing camera on their mobile phone.
“With this new AI-powered virtual experience, Amazon customers can now conveniently try-on thousands of lipstick products, save photos on their devices to share with friends and ultimately purchase with greater confidence -wherever they are, whenever they want, with products delivered right to their doorstep,” said Nicolas Le Bourgeois, head of Amazon Beauty, in a statement. “This launch is another important milestone in our vision to be the best possible place for customers to discover and buy beauty products online.”
The move is just the latest example of L’Oréal’s strategy to double down on personal beauty experiences. In February, its Garnier label teamed up with Modiface to launch a ‘Virtual Shade Selector’ tool that uses personalized technology to recommend different shades to consumers in just one minute. The brand also announced earlier this year that it had come up with a digital skin diagnostic requiring nothing more than a simple selfie, using its Modiface technology — a tool that was behind the ‘Vichy SkinConsultAI’ that launched in Canada in January.