Israel’s EZface launches new app to test cosmetic products before purchase

Israel-based technology company EZface has rolled out a new smartphone app, Try It On, which will allow consumers to virtually try on any makeup product before buying them.

The app, which is available on iOS and Android, allows testing more than 25,000 products from premier brands, including L’Oreal, Maybelline, Revlon, CoverGirl, Physician Formula, Sally Hansen, and Wet n’ Wild.

After uploading the picture of the user, the barcode of the desired product is scanned through the smartphone, allowing the user to virtually ‘try on’ products to check whether it suits the user or not.

Additionally, the app will enable users to save the looks and share them with their friends through Facebook and Instagram.

The app features a computer algorithm that stores the properties and identifies them by the SKU number, enabling consumers to scan and see how they look in a particular shade, reported newsfirst.lk.

According to the app creators, Ruth Gal and Rami Orpaz, the technology is capable of measuring skin tones and maps facial features, while it delivers 95% accurate results.

An EZface statement on their website was quoted by iDigitalTimes as saying: "TryItOn analyses the areas in which the users apply makeup, defines the makeup areas’ pigments and blends them accurately with the product’s attributes.

"As a result, the makeup shades are applied accurately and realistically on the users’ images. These accurate results reduce purchase time and help avoid any potential makeup letdowns."

Already launched in the US and featured in Rite Aid drugstores and Walmart, the app is expected to help stores reduce returns and wasted inventory.