We got used to the fact that we need to go to actual stores to try on makeup or to take a look at how our hair will look in a new color, but L’Oreal wants to change that. Using AR, the cosmetic giant wants to enable customers more convenient and firsthand experience with their beauty offerings.
In March 2018, L’Oreal bought out a beauty-specialized AR company ModiFace and already released a number of tech functions that allows users to virtually try-on makeup and analyze their skin. In 2019, the company announced the release of ModiFace technology on Amazon to create the first-ever AR try on experience for a mainstream beauty brand.
The steps that the company takes toward its products’ digitalization are aimed at one major goal - to build trusted digital relationships with customers in the emerging world of online commerce where beauty brands have been presented quite limited due to the specifics of their products. The visualization capabilities of AR seem to fit perfectly for this task.