L ‘ Oreal starts long-term cooperation with Facebook

NYX first starts the virtual fitting makeup by camera apps Facebook.

Company L’oreal, which earlier this year bought the maker of the augmented reality app ModiFace announced long-term partnership with Facebook. ModiFace and Facebook for the first time will provide access to augmented reality to try on the cosmetic users around the world.

NYX Professional Makeup will launch the app for trying on makeup in a Facebook at the end of this month. Apart from this brand, this service will involve other L’oreal brands, including Maybelline, L’oréal Paris, Lancôme, Giorgio Armani, Yves Saint Laurent, Urban Decay, and Shu Uemura.

Augmented reality technology from Modiface will get an incredible spread, being presented at the platform of Facebook, it will be available to millions of users in different parts of the world.

Parham, Aarabi, CEO and founder of ModiFace, said: “This is a great new way to present products and brands L’oréal, with the help of realistic, appealing and meaningful experience.” Will Platt-Higgins, Vice-President global partnerships at Facebook, added: “Making augmented reality has become mainstream in the beauty industry, L’oréal, and Modiface, changing canons of beauty, and we are very excited to see how it begins to appear on Facebook”.

Lubomir Roche, Director of digital technologies at L’oréal, said: “Facebook and L’oréal agree that supplements reality becomes the key to discovery and purchase of a product or brand. We live in a magical time when technology occur quickly enough, and consumer appetite to use them it grows everywhere. We are very excited about this new step in our long-term partnership — one fascinating aspect is that it forces us to introduce an innovative approach to beauty. Once we adapted our ads and content to mobile world, it will be very interesting to see how augmented reality is going to change our industry.”

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