L’Oréal and its acquired beautytech company, ModiFace, have announced a long-term collaboration with Facebook. ModiFace and Facebook will deliver to people all over the world, for the first time, augmented reality powered make up try-on experiences.

NYX Professional Makeup will launch the first makeup try-on experience delivered through Facebook camera products at the end of this month. L’Oreal’s other brands will also participate, including Maybelline, L’Oréal Paris, Lancôme, Giorgio Armani, Yves Saint Laurent, Urban Decay, and Shu Uemura.

The try-on experience is powered by Modiface’s augmented reality (AR) technology. The collaboration will allow Modiface’s AR experiences to ‘live’ on Facebook and be used by millions of consumers across the world. 

Parham Aarabi, CEO and founder of ModiFace, says, “This will be a great new way to discover L’Oréal products and brands through very realistic, engaging and meaningful beauty experiences.”

Will Platt-Higgins, VP of Global Account Partnerships at Facebook, adds, “By bringing AR into the mainstream L’Oréal and Modiface are reshaping the beauty experience and we’re thrilled to see this brought to life on Facebook.”

Lubomira Rochet, L’Oréal Chief Digital Officer adds, “Facebook and L’Oréal share the vision that Augmented Reality is becoming key for product and brand discovery and purchase. We are at that magical moment when technologies have matured enough and consumer appetite for using them is growing everywhere.”

Rochet continues, “We are very excited about that new step in our long-term partnership…one fascinating aspect is that it keeps us innovating the beauty user experience. After having adapted our creatives and contents to a mobile-first world it will be very interesting to see how AR is going to change the creative playbook of our industry”.