L’Oreal acquired Modiface, the Canadian Augmented Reality (AR) beauty company that powers the makeup filters on the Galaxy S9‘s Bixby Vision
L’Oreal Professional and ModiFace in collaboration launched an app called ‘Style My Hair’, which provides Augmented Reality hair color tryouts. Since 2014, ModiFace is providing services to L’Oreal. Garnier used ModiFace technology to deliver customized digital ads featuring the customer as the model. As a part of agreement, ModiFace will be part of Digital Services Factory of L’Oreal that will design and develop innovative services for brand. “This really marks the second phase of our digital acceleration,” said L’Oreal Chief Digital Officer Lubomira Rochet. “It’s the first time L’Oreal acquired a tech company, a non-beauty brand. So it’s really very significant from a strategic standpoint and what we have in mind with Modiface is to create the heart of our digital research and development.”
ModiFace is focused on developing digital capabilities for the 34 international brands in L’Oreal’s US$ 36 billion world-leading beauty business. The company has around 70 engineers and 30 registered patents. Furthermore, in 2017, Modiface had developed Clairol’s 3-D hair color simulator app for major players in cosmetic market such as Estee Lauder Cos, Smashbox, Allergan, and Coty. ModiFace has developed round 200 beauty apps for more than 80 brands.
The company aims to collaborate with other tech players such as Samsung, whose new Galaxy S9 phone uses ModiFace technology. Various market players are also investing in AR technology to offer advanced virtual try-on services. For instance, in 2017, Coty introduced YouCam Makeup for an app-free in-browser Makeup Mirror tryout tool that can be used in stores or with mobile devices.