Free Press Journal

L’Oreal ties up with Facebook to bring virtual make-up feature

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L’Oreal the leading cosmetic brand in the world has tied up with social media giant Facebook to roll out virtual tests for consumers to see how they might look with lipsticks or eyeshadows. This tie can increase the sale of the L’Oreal product online.

Many cosmetic companies like L’Oreal rival Estee Lauder and retailers like LVMH’s Sephora are investing huge capital in technology to increase sales. L’Oreal, the world’s biggest cosmetics group, bought Canadian augmented reality and artificial intelligence specialist ModiFace in March.It said on Thursday that the Toronto-based company had now teamed up with Facebook to develop augmented reality experiences on the platform for L’Oreal brands.

After the technology is roll out in market, customers can be able to try anything from foundation shades to eyebrow shapes and hues, said L’Oreal’s chief digital officer Lubomira Rochet. “What we’ve seen on our sites is that when there is a virtual test facility, conversion rates increase significantly,” said Rochet.