L’Oréal introduces ModiFace-powered Virtual Try-On to Instagram shopping

A new world of social commerce: Nyx Professional Makeup, Urban Decay, Maybelline New York and Lancôme are some of the first L’Oréal brands to adopt the new tech, with more brands to follow

L’Oréal Group has teamed up with Facebook to integrate its ModiFace augmented-reality technology and enable AR-powered virtual try-on to Instagram shopping.

Spark AR, Facebook’s owned augmented reality platform and ModiFace are working together to bring the quality and accuracy of the AR makeup experience to Instagram Shops.

Through the platform integration, Instagram users can easily navigate to different brands’ Instagram pages, find a product, and virtually try it on in a seamless and contactless way.

Nyx Professional Makeup, Urban Decay, Maybelline New York and Lancôme are some of the first L’Oréal brands to integrate the ModiFace virtual try-on tech to their Instagram shops, with more brands to be announced soon.

“ModiFace has pioneered AR technologies and developed realistic and accurate virtual try-on experiences for more than a decade,” said ModiFace CEO and Co-Founder Parham Aarabi. “In an age where social commerce is becoming increasingly important for consumers, this new step in our collaboration with Facebook will contribute to make shopping for beauty products on Instagram more convenient, easy and fun.”

Facebook Head of Spark AR Sue Young added, “AR Try-On is an exciting new foray within Facebook that’s already helping people shop online with more confidence. Through this new integration with L’Oréal, shoppers can expect a more personal shopping experience from even more of the brands they love, right where they’re already finding beauty inspiration: on Instagram.”

Note: The Moodie Davitt Report has launched an e-newsletter, Beauty Curated, in association with Shiseido. It offers a curated selection of stories focused on the key wellbeing category in travel retail and beyond.

To subscribe free of charge please email Sinead@MoodieDavittReport.com headed ‘Curated Beauty’. All stories are permanently archived on this website. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.

Food & Beverage The Magazine eZine