L'Oréal Paris Launches New Virtual Try-On Tool

"Try On" Augmented Reality Tool Allows Users to Discover, Try and Shop Hundreds of Beauty Products

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Sep 13, 2018, 10:01 ET

NEW YORK, Sept. 13, 2018 /PRNewswire/ -- Forgo app downloads in order to virtually test out beauty products. L'Oréal Paris, the number one global beauty brand, elevates beauty discovery and experimentation with the launch of a new augmented reality try-on tool. Powered by ModiFace, the "Try On" tool provides consumers with an innovative way to experience more than 300 of the brand's Blush, Eyeshadow, Eyeliner, Lipstick, Lip Liner and Colorista Semi-Permanent Hair Color shades directly from www.lorealparisusa.com website – no additional apps needed.

The virtual tryout interface features photo-realistic color simulation, allowing consumers to virtually try-on hundreds of L'Oréal Paris beauty products online in real-time. Leveraging ModiFace's patented facial recognition and augmented reality product simulation technology, it is designed to revolutionize the way people discover, interact and shop for L'Oréal Paris products. By inspiring creativity and experimentation among beauty enthusiasts, the tool allows all people to be their own makeup designer.

"Our consumers are at the heart of all our innovations. We continually strive to create bespoke experiences that add value for them in new ways," says Anne Marie Nelson-Bogle, SVP Marketing at L'Oréal Paris. "With this launch, we are excited to transform the way people can experience beauty with a new tool that offers a convenient, instant and personalized way to test L'Oréal Paris products."

The "Try On" tool is not only easily accessible, but also simple to use with just four steps:

Click try it on on the product page
Choose live try or upload a recent selfie
Select colors to apply to view
View the look via split screen or take a picture to share/download

The tool is available on LOrealParisUSA.com via select desktop web browsers, as well as mobile. It is currently available across hundreds of L'Oréal Paris makeup shades, all Colorista Semi Permanent Hair Color shades and will soon be available for Feria Hair Color. This launch marks one of the first platform innovations stemming from L'Oréal USA's acquisition of ModiFace in March 2018 and the first-time ModiFace technology has been used across multiple categories by a single brand. It is also ModiFace's first desktop Hair Color technology.

About L'Oréal Paris:
The L'Oréal Paris division of L'Oréal USA, Inc. is a total beauty care brand dedicated to empowering women by offering luxurious and innovative products and services available in the mass market. The brand's signature tagline, "Because I'm Worth It," was born in the United States in 1971 to celebrate the beauty and intrinsic self-worth of women, and for more than 100 years, L'Oréal Paris has been providing women around the world with products in four major beauty categories: hair color, haircare, skincare and cosmetics. With L'Oréal's invention of hair color in 1909, the brand continues to serve as a leading innovator of hair products across color, care, and styling with brands such as Superior Preference, Féria, Excellence Crème, Elvive, the Ever Collection, Advanced Hairstyle, and Elnett Satin Hairspray. L'Oréal Paris provides scientifically-advanced skincare products that are tested to address individual skin concerns through its renowned brands Revitalift, Hydra Genius, Age Perfect, and Sublime Bronze. L'Oréal Paris' iconic cosmetics collections include Infallible, True Match, Colour Riche, Voluminous, and Visible Lift. For more information about L'Oréal Paris and to receive personalized advice, expert tips, and exclusive content, please visit www.lorealparisusa.com or follow on Instagram (@LOrealMakeup, @LOrealHair, @LOrealSkin, @LOrealMen, Snapchat (@LOrealMakeup), Twitter (@LOrealParisUSA), Facebook (@LOrealParisUSA), and Pinterest (@LOrealParisUSA).

Contact: Jacqueline Glasner at Alison Brod Marketing + Communications, [email protected]

SOURCE L'Oréal Paris