L’Oréal Canada brings virtual makeup try-on tech to Shoppers Drug Mart online

22-Oct-2019 - Last updated on 22-Oct-2019 at 16:20 GMT

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The beauty tech venture ModiFace (owned by L’Oreal since March of last year) is using AR and AI to help consumers digitally sample brands like Maybelline, Urban Decay, and NYX on the Shoppers Drug Mart site.

“We are always looking to improve the shopping experience for Canadians, both in our stores and online,” says Deon Alhadeff, vice president of marketing at Shoppers Drug Mart, in a media release about the new tech collaboration.

“By teaming up with ModiFace and L'Oréal Canada to integrate this new AI technology, we are able to provide our customers with the ability to virtually try-on a variety of beauty products. We know how important it is to have the ability to try on products like lipsticks in-store, and now we can offer a similar experience through our website shoppersdrugmart.ca, Canada's biggest online beauty retailer,” he says.

Advancing beauty tech

The new makeup try-on platform won’t feel like a separate platform to consumers. It’s been designed as a “seamless connection” of L'Oréal Canada, ModiFace and Shoppers Drug Mart, according to the press release announcing Monday’s launch of the feature.

“This new service harnesses the power of AI and AR to provide personalized experiences and enhance consumer engagement in digital touchpoints,” says Robert Beredo, chief digital officer of L'Oréal Canada, in comments to the press.

And the try-on feature promises photo-realistic results thanks to AI shade calibration and will feature video style product testing. “The AR simulation of each shade is done automatically, based on AI-powered analysis of information provided by makeup brands, but also images and descriptions of the product available on social media,” explains the release.

Technology like this “is key for product and brand discovery and it removes friction from the shopping journey in a seamless, engaging, and playful way,” asserts Beredo. “Gaining consumer trust and attention is critical for us, and this new service helps us create even more intimate relationships with our consumers.”

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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.