L & # 039; Oreal joins Facebook for the virtual makeup platform AR

Choosing the right makeup can be a hassle; While it may look good on the bottle or palette, this does not always translate once you have applied it to your face.

But at that point, you've already wasted your money.

Maybelline's parent company, L & # 39; Oreal, has now partnered with Facebook to help shoppers get a better idea of ​​how makeup will look on their skin before buying it.

The companies revealed a plan this week to launch an augmented reality platform that will allow them to test different lipsticks and eye shadows, with plans to eventually include basic shapes and even eyebrows.

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Maybelline's parent company, L & # 39; Oreal, has now partnered with Facebook to help shoppers get a better idea of ​​what makeup will look like before buying it.

The companies revealed a plan this week to implement an augmented reality platform that will allow them to try different lipsticks and eye shadows.

Maybelline's parent company, L & # 39; Oreal, has now partnered with Facebook to help shoppers get a better idea of ​​what makeup will look like before buying it. The French L & # 39; Oreal, the largest group of cosmetics in the world, bought the Canadian specialist of augmented reality ModiFace in March

WHAT IS THE DIFFERENCE BETWEEN AR AND VR?

Virtual reality is a computer generated simulation of an environment or situation

  • The user is immersed making them feel as if they were in reality simulated through images and sounds
  • For example, in virtual reality, you may feel that you are climbing a mountain while sitting in your house

In contrast, augmented reality generates computer-generated images of an existing reality

  • AR is developed in applications to bring digital components to the real world
  • For example, in the Pokemon Go app, the characters seem to appear in real-world scenarios

L 'Oreal said Thursday that the Toronto-based company is working with Facebook to develop augmented reality experiences on the platform for the L & # 39; Oreal brands, starting with NYX and including Urban Decay, Lancome and Yves Saint Laurent.

The latest action adds to the impulse of L & # 39; Oreal to drive more sales online and through social networks.

Cosmetics companies, including rival L & # 39; Oreal Estee Lauder and retailers such as Sephora from LVMH are investing heavily in technology, in a time of selfies and beauty bloggers that has helped change the industry to the web.

The French L & # 39; Oreal, the largest group of cosmetics in the world, bought ModiFace, a Canadian specialist in augmented reality and artificial intelligence, in March.

Over time, customers will be able to try from shades of foundations to eyebrow shapes and tones, said L & # 39; Oreal digital director Lubomira Rochet, adding that virtual tests helped the company close sales.

"What we've seen on our sites is that when there is a virtual test facility, the conversion rates increase significantly," Rochet said.

Social networks became the main engine of web sales growth for L & # 39; Oreal in terms of attracting purchase traffic, although purchases are redirected to take place on own sites of third-party online brands or retailers, added Rochet. .

The French company said that e-commerce revenues reached 9.5 percent of all sales in the first half of 2018, compared to almost 5 percent three years ago.

Over time, customers will be able to try from shades of foundations to eyebrow shapes and shades, said L & # 39; Oreal digital director Lubomira Rochet, adding that virtual tests helped the company close sales.

Over time, customers will be able to try from shades of foundations to eyebrow shapes and shades, said L & # 39; Oreal digital director Lubomira Rochet, adding that virtual tests helped the company close sales.

The virtual test technology should be implemented on the networking site to share Facebook photos, Instagram, said Rochet.

In China, where Facebook is blocked, Rochet said L & # 39; Oreal was also talking to other partners about similar agreements, without naming them.

Luxury items groups in China do a lot of business through the Tencent WeChat messaging and networking site.

Facebook said it had started testing augmented reality in advertising starting in July, with Sephora and brands such as fashion group Michael Kors.

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