L'Oréal Expands Amazon Partnership for Virtual Beauty Tech

L'Oréal's’ ModiFace augmented reality and AI company is now providing its technology for Amazon beauty consumers in Canada, forging another connection with socially distancing consumers.

Previously available in the U.S., U.K. and Japan, Amazon Canada customers can now virtually test makeup shades via the front-facing camera on their smartphones, with images and videos displaying the shade simulations. The ModiFace technology leverages AI for automatic shade calibration by analyzing brand-provided and social media-culled product information, and products are then reproduced using augmented reality.

When asked about the motivation for partnering with Amazon in this manner, Robert Beredo, L'Oréal Canada chief digital officer, told CGT that all of its partnerships, collaboration and supplier investments share a common goal of leveraging tech and data to provide widely available products and experiences.

See also: L’Oréal Acquiring New Beauty Brand

What’s more, L’Oréal customers are already shopping on Amazon, and there’s a general shift to online beauty that’s only accelerated because of COVID-19.  

“Gaining their trust and attention is critical for us,” he said. “This new service helps us to provide them with a safe and secure way to test their favorite products, which is crucial with the current situation.”

He added: “It’s fun, it’s playful, it’s shareable and creates a new way for consumers to engage and discover our products, and find their perfect beauty match. We’re reshaping the beauty experience.”

The tech is used for L'Oréal Canada's L'Oréal Paris, Maybelline New York and NYX Professional Makeup brands.

L'Oréal is No. 14 on the CGT Top 100 Consumer Goods Companies of 2019 list.