Latest to integrate augmented reality (AR) makeup tool to its platform is Google. In December, the company announced a partnership with Perfect Corp and L’Oréal Group-owned ModiFace. Through the new AR makeup tool, users will be able to virtually try on L’Oréal Group and Estée Lauder Companies beauty products via Google’s mobile app. Some independent brands such as Blk/Opl will also be available to try on virtually.
Lubomira Rochet, Chief Digital Officer at L’Oréal, stated that the company has seen an “acceleration in all partnerships due to COVID-19.” The company disclosed a rise in the usage of virtual try-on tools by fivefold due to the lockdown brought on by the pandemic. Rochet added that with the try-ons they had seen their conversion rates triple.
The integration of AR makeup tools is a much anticipated development for the beauty industry. The facial landmark tracking technology developed by Perfect Corp allows users to not only try on the color, but also the texture of products, without having to worry about sanitary concerns. TechCrunch reported that Perfect Corp secured a “Series C of $50 million led by Goldman Sachs.” The company has previously worked with Snap to integrate similar tools into Snapchat.
Featured image: Google