As a part of its partnership with ModiFace, the Toronto-based creator of AR technology for the beauty industry, Estée Lauder’s Facebook messenger chatbot gives its users the ability to virtually try on Estée Lauder’s Pure Colour lipsticks.
“One of the key pillars of our partnership with ModiFace is the application of AR and AI across all platforms where customers interact with our brand,” said Stephane de La Faverie, global brand president of Estée Lauder, in a statement. “Messaging applications such as Facebook Messenger are the perfect platform for consumers to search, explore, try-on, and ideally purchase Estée Lauder products.”
The capabilities of this new endeavor provide users with a handful of functions. The first is the capability to search for and try on lip shades that match an individual person’s skin tone. There is a quiz function that gives recommendations for the correct shade based on ideal colors and finish preferences. Additionally, users can search for lipsticks based on objects’ color.
This new creation is a part of a standing partnership that started with an AR based product try-on on esteelauder.com product pages in May 2017. The partnership with ModiFace is a part of the company’s efforts to meet consumer needs by creating useful technology.
“We see augmented reality as an essential layer of interaction between beauty customers and brands. Estée Lauder is among the leaders in embracing the notion of AR being used everywhere. We are very excited by the latest step in our partnership, and look forward with great excitement to the many steps that together we have in store for the near future,” said Parham Aarabi, founder and chief executive of ModiFace.
This shift into AR comes after Estée Lauder acquired Too Faced in 2016. In a $1.45bn sale, the purchase was focused on get millennials excited about the brands.