L’Oreal is teaming up with Facebook to conduct virtual tests using augmented reality, which will allow customers to see how they look with different makeup, such as eye shadow or lipstick colors, according to a new report.
L’Oreal, the world’s largest cosmetics group, in March acquired ModiFace, a Canadian firm that specializes in augmented reality and artificial intelligence.
Under the new partnership with Facebook, the augmented reality tests will be used on the L’Oreal platform beginning with NYX, as well as Urban Decay, Lancome and Yves Saint Laurent. Customers will be able to try everything from foundation shades to eyebrow shapes, according to the report.
The announcement comes at a time when rival cosmetics firms like Estee Lauder and retailers like Sephora are making big investments in new technology, in part due to the influence of beauty bloggers and online selfies.
L’Oreal had previously reported that eCommerce revenue made up about 9.5 percent of its total sales during the first half of 2018, which is up from about 5 percent just three years ago.
The virtual reality will eventually roll out to Instagram, which is the photo-sharing social media platform owned by Facebook. The companies are also in talks with potential partners in China, as Facebook is blocked in that country. WeChat, the messaging and networking site affiliated with Tencent, has worked closely with luxury goods companies in China.
Facebook had previously begun testing augmented reality in advertising during July, with brands like Sephora and the fashion group Michael Kors.