When we entered the 21st century, we only asked for three things: hoverboards, a stable job market, and the ability to try on makeup before you buy it and find out that it looks terrible. In 2019, we finally got one of our wishes.
Amazon recently announced a partnership with L’Oreal to make our makeup dreams come to (virtual) reality. Instead of purchasing a seemingly beautiful shade of lipstick only to discover it washes out your skin tone, ModiFace enables you to try on the makeup right in the Amazon app.
Amazon is no stranger to augmented reality (AR) programs so it only makes sense that the retail powerhouse would want to expand their reach into the realm of makeup. While other makeup apps exist, ModiFace sets itself apart by using this AI-powered AR platform.
Additionally, a recent study performed by A.T. Kearny discovered that up to 69% of American shoppers who shop for beauty products online usually start their hunt on Amazon. While the average American woman spends around $144 per year on makeup, this kind of technology assures the buyer that their purchase won’t be wasted on ineffective products.
“We are excited to team up with ModiFace to make shopping for cosmetics online even easier by offering customers the ability to virtually try-on before they buy. With this new AI-powered virtual experience, Amazon customers can now […] purchase with greater confidence wherever they are, whenever they want, with products delivered right to their doorstep,” explains Nicolas Le Bourgeois, the head of Amazon Beauty. “This launch is another important milestone in our vision to be the best possible place for customers to discover and buy beauty products online.”
For now, the platform only allows a fresh-faced user to try on lipstick though rumors regarding eyeshadow say more options are on their way.
All you need to do is utilize the Live Mode feature available through the Amazon Android app. This will engage your front-facing camera, projecting your image on the screen. As long as you’re not wearing any makeup, the user will be able to try out a number of lipsticks offered by the L’Oreal brand by clicking the “Try Now” button. According to Engadget, the user will also be able to upload a selfie if you’re not a fan of the live video. You can also see what the lipstick looks like on a model who has a similar skin tone to your own.
From here, users will be able to choose from a number of lipsticks and a range of intensities. This is especially useful for customers who like to know what their lipstick will look like when multiple layers of the product are applied.
In addition to the brands owned by L’Oreal, ModiFace will also feature lip products from similar beauty brands, including Revlon, Burt’s Bees, Rimmel, and NYX, amounting to more than 400 lip products to choose from.
Amazon’s clothing and beauty sectors are only expected to grow in the next few years. Sales for beauty products boosted by 26% alone in the second quarter of 2018. Now that the average woman owns more than 30 pairs of outfits, Amazon is engaging with the tech needed to take its game to the next level.
The app feature is set to roll out for iOS later this year.