L’Oréal and Tencent WeChat just launched the first 3D augmented reality makeup try-on for WeChat Mini Program.

The application is supported by L’Oréal Group’s world-leading AR and artificial intelligence technology pioneer ModiFace —  and will be first applied on Giorgio Armani Beauty’s official WeChat Mini Program shopping site.

This launch of 3D AR make-up, customized for mobile devices, breaks through the limitations of existing applications in terms of detail, accuracy, loading time and color deviation, creating a high level of quality similar to virtual mirrors deployed in offline retail stores.

The app also supports makeup screenshot, image saving, split-screen before/after image comparison, sharing, which aims at helping consumers to enjoy the entire consumer process of experience, selection, sharing, ordering and recommendation to the fullest.

See screenshots from a video demonstrating how the app works in the photos above. 

Fabrice Megarbane, CEO of L’Oréal China, comments, “Tech has changed our lifestyle and shopping habits. The debut of ModiFace’s 3D makeup try-on application on China’s social media, is L’Oréal China’s new milestone under the Group’s vision to be a champion of beauty-tech company worldwide. It shows our determination to accelerate the upgrade from ‘digitalization’ to ‘beauty-tech, activate an accumulative effect between beauty and technology, and bring better life for more people in China.”

Megarbane continues, “In China, everyone is longing for unique and personalized beauty. This is the biggest differentiator of Chinese consumers. With WeChat’s active social network of more than 1.1 billion monthly active people and ModiFace’s innovative technology, we can integrate beauty more deeply into the lives of more Chinese consumers and help put their dream for customized and unique beauty into reality.”

Parham Aarabi, CEO of ModiFace, says, “China has the world’s largest community of digital natives…We are very happy to work with Tencent WeChat to bring world-leading beauty tech achievements to the Chinese consumer…we also look forward to expanding partnership with more Chinese innovators to create ‘heartfelt’ beauty tech that pleases consumers around the world and in China”.

More About ModiFace

ModiFace’s deep involvement in AR makeup try-on, spanning over a decade, was leveraged to develop the app. ModiFace was acquired by L’Oréal Group in March 2018 and became the group’s first technology company.

To date, ModiFace operates in over 30 countries, and its 70-plus engineers and scientists have registered more than 30 patents and published 200 scientific publications. Its AR makeup try-on application has been widely deployed on the most popular social media and retail platforms globally such as Facebook, YouTube, Amazon, Sephora, Watsons, and serves more than 1 million global consumers every day.

ModiFace works closely with brands’ product experts to tailor solutions based on differentiated product features and perform detailed artificial calibration on virtual makeup, powered by AI image learning to ensure the most realistic results.

Photos: courtesy of Tencent WeChat / Modiface