Estée Lauder launches augmented reality try-on powered by ModiFace

Estée Lauder has partnered with beauty technology provider ModiFace to offer augmented reality virtual try-on experiences for products on its web and mobile e-commerce platforms.

The product try-on feature uses ModiFace's light field rendering technology to adjust the lighting, texture, and shine in a photo or video. Customers can use this to try product shades on Estée Lauder's e-commerce websites.

In addition, the cosmetics brand has incorporated upgrades such as WebGL technology that can be used to create virtual surfaces to illustrate the characteristics of product shades.

Estée Lauder's global brand president Stephane de La Faverie said: "We are delighted by our partnership with ModiFace, which has resulted in an incredibly realistic and accurate representation of our products through augmented reality technology.

"We are especially delighted that this capability is provided to our consumers across all platforms, including mobile, web, and tablet directly on the product page where it can make the biggest impact."

The new feature also employs ModiFace’s facial tracking technology to precisely map the eyes and lips during a live video.

ModiFace's founder and chief executive officer (CEO) Parham Aarabi said: "Our latest web AR technology combines the latest advances in AI, facial tracking, and computer graphics to result in a realistic, widely usable, and practical application that has been highly optimised for improving the online beauty shopping experience.”

Last month, Estée Lauder collaborated with Perfect Corporation to offer virtual try-on of its Pure Colour LOVE lipstick shades on YouCam Makeup app in the UK at its Selfridges counters and the Estée Edit Carnaby Street store in the UK.