As a part of Facebook’s partnership with L’Oréal and its ModiFace AR and AI company, Instagram Shopping is set to feature some AR-powered makeup try-ons.
The technology for the feature on Instagram Shops is being co-created by Spark AR, Facebook’s AR platform, and ModiFace.
Instagram Shopping was introduced last summer as a marketplace where people can browse through several merchants from within the app itself. With the new tech in place, consumers can visit the brand’s page and try-on a product virtually before executing the purchase.
L’Oréal-owned brands, including Nyx Professional Makeup, Urban Decay, Maybelline New York, and Lancôme are going to be the first ones to offer AR try-ons for their lipstick, with several others following in the next few months.
“In an age where social commerce is becoming increasingly important for consumers, this new step in our collaboration with Facebook will contribute to make shopping for beauty products on Instagram more convenient, easy and fun,” said Parham Aarabi, Chief Executive Officer and cofounder of ModiFace.
“AR Try On is an exciting new foray within Facebook that’s already helping people shop online with more confidence,” said Sue Young, Head of Spark AR at Facebook. “Through this new integration with L’Oréal, shoppers can expect a more personal shopping experience from even more of the brands they love, right where they’re already finding beauty inspiration: on Instagram.”
Facebook is also planning to integrate ModiFace AR try-on into many of its new advertising formats for the Facebook app.
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