L'Oréal has acquired augmented reality and artificial intelligence brand ModiFace for an undisclosed sum, with the aim of expanding its digital offering with innovative technologies throughout beauty experiences.
The Canadian company, which has worked with the likes of Estée Lauder and Sephora, develops technologies around 3D virtual make-up, colour and skin diagnosis.
L'Oréal’s chief digital officer, Lubomira Rochet, hopes ModiFace will “support the reinvention of the beauty experience around innovative services to help our customers discover, try and chose products and brands".
The move further highlights the brand's dedication to ramping up its technology offering, after launching its sensory hairbrush last year. At the time, it announced plans to invest further into the tech market.
ModiFace will join L’Oreal’s Digital Services Factory, a corner of the company dedicated to designing and developing digital services.
Founder and chief executive of ModiFace, Parham Aarabi, said: “L'Oréal's acquisition of ModiFace provides an incredible opportunity to innovate on beauty AR and AI at an unprecedented scale, the results of which will shape the beauty industry for the decades to come.”
ModiFace will remain in Toronto while working closely with L'Oréal Advanced Research.
The news comes a year after competitor Olay launched its Skin Advisor, a web-based technology platform that uses artificial intelligence to help women learn more about their skin, what it needs and – of course - the right skincare products to help.
Last year, L'Oréal announced it would be re-organising its marketing teams around specialists who work together, in a bid to integrate with the business.