Amazon breaks into virtual make-up category with ModiFace

The L'Oréal-owned AI tech brand has previously partnered with Estée Lauder, MAC Cosmetics and Garnier

Amazon has broken into the virtual make-up category in collaboration with L’Oréal’s ModiFace.

With this AI-powered technology, Amazon customers will now be able to use their mobile phones to digitally try on lipstick shades from a range of brands.

The AR simulation of each shade is provided automatically based on AI-powered analysis of information provided by make-up brands.

According to L’Oréal, the technology can also analyse textual and visual information related to a specific make-up shade in order to realistically reproduce it via AR.

From ModiFace's partnership with Sephora

ModiFace has already partnered with Garnier, MAC Cosmetics and Estée Lauder as well as Macy’s, Sephora and Facebook.

ModiFace’s CEO Parham Aarabi said he was “delighted” to partner with Amazon and that the partnership would allow customers to easily “try-on thousands of lipsticks available on Amazon”.

Amazon’s Head of Beauty Nicolas Le Bourgeois added: “With this new AI-powered virtual experience, Amazon customers can now conveniently try-on thousands of lipstick products, save photos on their devices and share with friends, and ultimately purchase with greater confidence.

“This launch is another important milestone in our vision to be the best possible place for customers to discover and buy beauty products online.”

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