LÂ’Oreal partners with Facebook with AR

Cosmetics giant LÂ’Oreal has announced a long-term collaboration between Facebook and its newly acquired augmented reality (AR) entity Modiface

The partnership will see new augmented reality experiences delivered through Facebook camera products.
Via a direct and seamless connection between both platforms, ModiFace and Facebook will deliver to people all over the world, for the first time, augmented reality powered make up try-on experiences from the world’s leading beauty brands, such as Maybelline, L’Oréal Paris, NYX Professional Makeup, Lancôme, Giorgio Armani, Yves Saint Laurent, Urban Decay, and Shu Uemura.
Consumer appetite
Lubomira Rochet, L’Oréal chief digital officer, said: “Facebook and L’Oréal share the vision that Augmented Reality is becoming key for product and brand discovery and purchase. We are at that magical moment when technologies have matured enough and consumer appetite for using them is growing everywhere. We are very excited about that new step in our long-term partnership with Facebook.
Will Platt-Higgins, VP of global account partnerships at Facebook, added: “People want new ways to experience products and services and Facebook’s Augmented Reality platform can make that happen today. By bringing AR into the mainstream L’Oréal and Modiface are reshaping the beauty experience and we're thrilled to see this brought to life on Facebook.”