L’Oréal has announced its acquisition of ModiFace, an augmented reality beauty app maker based in Canada. The company says that this decision is part of its digital acceleration strategy to give its 34 international brands the tools they need to succeed in this competitive digital environment. Modiface has plenty of experience working with big cosmetics brands to create augmented reality apps for mobile and desktop so it’s going to be a good fit for L’Oreal.
ModiFace has developed technologies that enable 3D virtual make-up, color and skin diagnosis services using proprietary software that tracks facial features and color. Its software is used by nearly all major beauty brands.
It’s the same company that provided that make-up tool experience in Bixby Vision on the Galaxy S9 and the Galaxy S9+. ModiFace has also developed augmented reality mirrors that can enable users to try out makeup without actually having to put it on.
“ModiFace will support the reinvention of the beauty experience around innovative services to help our customers discover, try and chose products and brands,” said Lubomira Rochet, Chief Digital Officer of L’Oréal.
L’Oréal’s Digital Services Factory will absorb ModiFace, it’s a dedicated division at the company that’s involved in designing and developing new digital services for the various brands in the group’s portfolio. It’s going to work in close collaboration with L’Oréal’s Advanced Research.