Stila recognizes marketing opportunities of Apple and Facebook

By Andrew McDougall

- Last updated on GMT

Related tags: Stila cosmetics, Facial recognition system, Cosmetics

Cosmetics brand Stila Cosmetics has teamed up with virtual makeover firm ModiFace to utilize its facial recognition software and iPhone audience to market its products.

The fully automated makeover tool has been launched on the Apple mobile device as well as through the company's own website.

Automatic make up application

The tool utilizes ModiFace’s patent-pending facial recognition technology to automatically apply Stila shades and products on user uploaded photos.

We are absolutely delighted by our partnership with Stila Cosmetics. Our unique web and mobile technologies combined with the brand recognition of Stila has allowed us to create a state-of-the-art online tool,”​ said Dr. Parham Aarabi, founder and chief executive officer of ModiFace.

The tool also features sharing options for Facebook and Twitter, the ability to save any photo, as well as full e-commerce integration which allows the products tried on to be purchased directly.

Orion Hand, director of marketing and online at Stila Cosmetics, explained that the partnership takes advantage of ModiFace's position in the iPhone market, as well as interacting with customers through social networking.

Powered by ModiFace’s unique facial recognition technology, our new web-based Stila Makeover Tool allows our customers to try out hundreds of shades and color combinations in just seconds,” Hand said.

Hairstyle options also available

In addition the new MakeUp iPhone application (version 8.0) now includes hairstyles, a deeper integration with Facebook, as well as five default models.

This is the latest move to exploit the growing market for ‘virtual makeover’ applications, seen last month with ModiFace's launch of its Augmented Reality platform which allows users to apply make up to their own pictures in real time.

The concept of ‘virtual beauty’ is said to have powerful potential as a marketing tool since it allows consumers to experiment with a wide range of beauty products before buying.

Related topics: Market Trends

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