L’Oréal is bringing augmented reality technology into the mainstream with a new partnership between ModiFace and Facebook.
The beauty behemoth has inked what it calls a “long-term” partnership with the social media giant, in which ModiFace will power augmented reality experiences featuring makeup brands across the L’Oréal portfolio, designed to live on Facebook’s platform. The first — a try-on experience for NYX Professional Makeup Slip Tease Full Color Lip Lacquer — will debut on Facebook’s mobile app in late August.
Similar try-on experiences for Maybelline, L’Oréal Paris, Lancôme, Giorgio Armani, Yves Saint Laurent and Shu Uemura are scheduled to roll out on Facebook through the end of the year.
The ModiFace partnership is the first of several that L’Oréal intends to embark on with the tech platforms and retailers, said chief digital officer Lubomira Rochet in an exclusive interview. It also is the first major partnership ModiFace has entered since being acquired by L’Oréal in March.
“It’s important that consumers discover our brands in an entertaining and educational way,” said Rochet. “This is what we’ve done with [brick-and-mortar] retailers for many years — elevating the experience.”
ModiFace AR experience for NYX Professional Makeup
The partnership is a “reach game,” said Rochet, designed to target as many