L & # 39; Oréal is already a leading provider of augmented reality cosmetics and is expanding its partnership with Facebook by partnering with ModiFace's virtual Facebook platform.
The cosmetics company will incorporate the Augmented Reality experience into the Facebook AR camera, allowing customers to try out virtual make-up shades. The first such experience, starting later this month, will feature NYX Professional Makeup, followed by other brands such as Maybelline, L & # 39; Oréal Paris, Lancôme, Giorgio Armani, Yves Saint Laurent, Urban Decay and Shu Uemura.  L & # 39; Oréal is bringing its Modiface AR makeup platform to Facebook Camera ”
"Facebook and L'Oréal share the vision that augments reality is becoming the key to discovering and buying products and brands," said Lubomira Rochet, chief digital officer of L & # 39; Oréal.
"We are in the magical moment when technologies are mature and consumer appetite is there. We are very excited about this new step in our long-term partnership with Facebook. A fascinating aspect of this partnership is that we innovating the beauty user experience. After we've matched our creatives and content to a mob ile-first world, it will be very interesting to see how AR is changing the creative playbook of our industry. "
Facebook has made many efforts to monetize its AR platform through marketing partnerships, including AR ads into its news feed, extend branded AR experiences to Facebook Messenger, and add advertiser-friendly features such as image recognition.
"People want new ways to experience products and services, and Facebook's augmented reality platform can do that today," said Will Platt-Higgins, VP Global Account Partnership, Facebook. "By bringing AR into the mainstream, L & # 39; Oréal and Modiface are changing the beauty experience, and we're thrilled to bring this to life on Facebook."
For Modiface, this is the first new development we've heard from them since L & # 39; Oréal acquired Computer Vision AR earlier this year, but given the pace of innovation for marketing-driven AR strategies and the return on investment it probably is not the last one.
"This deep collaboration is very important. This is important for ModiFace, as it allows our AR experiences to live on Facebook and be used by millions of consumers around the world," said Parham Aarabi, CEO and founder of ModiFace , "This is a great new way to discover L & # 39; Oréal's products and brands through very realistic, engaging and meaningful beauty experiences."