In an exclusive with PSFK, the CEO of ModiFace speaks to the power of the beauty x tech co's proprietary artificial intelligence and AR simulation to enhance digital discovery and boost shopper confidence—at scale

Augmented reality is no stranger to the beauty industry. Recently we've seen AR-enhanced rollouts in the form of Nars' trial experience, MAC Cosmetics' Phygital Concept Store in China, Covergirl's Times Square Flagship, Ulta's Digital In-Store Suite—and that's just from 2019. These digital strategies share a common goal in forging a seamless relationship between the ecommerce and brick-and-mortar shopping experiences. All of these examples showcase the way that physical retail beauty brands have brought digital tools into their stores; the mainstream ecommerce industry has yet to see one of their digital-first players enter the arena of virtual try-ons. Seeing as digital fluency is inherent in the ecommerce industry, it would be interesting to see the ways in which they could enhance this new form of beauty retail.

Enter ModiFace, the international leader in augmented reality and artificial intelligence for the beauty industry, acquired by L'Oreal in 2018. Over the past 10 years, ModiFace's team of highly qualified scientists, engineers and innovators focused on creating the most realistic AR try-on capability for the beauty industry—and they have succeeded. Well, at least Amazon thinks so.

Indeed, ModiFace recently announced that it will provide its AI-powered technology to enable the first virtual try-ons for cosmetics on Amazon. Amazon customers with a mobile phone will be able to use their front-facing camera to digitally try on different shades of lipstick in a live video of themselves or on a selfie.

What really makes ModiFace distinct from its competition, however, is its proprietary AI-enabled technology. Based on information provided by brands, as well as images and descriptions of the product available on social media, the automatic AI is able to analyze textual and visual information related to a particular makeup shade and instantly reproduce it in an AR simulation. In an exclusive for PSFK, CEO of ModiFace, Parham Aarabi, explained the specific benefits of using AI for this type of simulation:

“It gives the consumers confidence in the products they are going to purchase. They are also able to explore and try on hundreds of products or shades that they may not have considered.”

Run on Amazon Web Services, the technology can be seamlessly integrated by any beauty retailer for an unlimited number of products. As a household name in ecommerce—51% of shoppers begin their shopping routine on Amazon—the scope of this launch cannot be understated. Although it's clear that many beauty brands have their virtual try-on tools well underway, the Amazon platform will most likely be a catalyst in pushing the beauty industry even further into digital transformations and innovation, and ModiFace understands its role in leading the way:

“Choosing the right makeup is an experience. While nothing fully replaces the actual touch and feel experience of trying out different cosmetics, virtual try-ons come quite close. And, they are the only option for e-commerce. This way, you can still experience a product and choose the right shade with more confidence,” stated Aarabi, in an email to PSFK.

Modiface

L'Oreal

Augmented reality is no stranger to the beauty industry. Recently we've seen AR-enhanced rollouts in the form of Nars' trial experience, MAC Cosmetics' Phygital Concept Store in China, Covergirl's Times Square Flagship, Ulta's Digital In-Store Suite—and that's just from 2019. These digital strategies share a common goal in forging a seamless relationship between the ecommerce and brick-and-mortar shopping experiences. All of these examples showcase the way that physical retail beauty brands have brought digital tools into their stores; the mainstream ecommerce industry has yet to see one of their digital-first players enter the arena of virtual try-ons. Seeing as digital fluency is inherent in the ecommerce industry, it would be interesting to see the ways in which they could enhance this new form of beauty retail.