In the past few weeks we have seen major cosmetic companies make major business moves. We saw YouTube and Google partner up together to make advertisements a more immersive and inviting experience all while integrating augmented reality into the ads. Now we see Amazon and L’Oreal use a form of AR to work together in bringing try-ons to Amazon.
Modiface has been baked into the amazon store to work with L’Oreal. Modiface isn’t working in real time, as you need to upload a photo or take a photo to try your makeup on. They also will be tracking which makes you try-on, how long you stay with that product, and how long you stay on the page as a whole. This whole AR setup is optimized for lipstick, although they are working to get it on all other products as well.
When you first visit the page of the cosmetic product, the option to try it on will not be the first thing you see. Amazon, unlike Google, has made this a small feature that won’t throw makeup onto your face without the consent of being pampered. Amazon has done a great job of making this feature just a small blimp in the process of buying makeup. It doesn’t consume and make this the whole process.
Amazon has now helped L’Oreal become another try-on AR company as many others have taken this route and seen tremendous success. Maybelline, Estee Lauder, Flying Solo, Lancôme Paris, Flying Solo and Juicy Couture are some of the companies enjoying the benefits of products being essentially inside of peoples homes. Sephora is another company that definitely didn’t need the extra sales, but that has kept progress going forward while continuing being on of the best cosmetic companies in the world.
This AR-powered feature has opened the door for plenty of companies in the past few months. This will only start to grow more and more, and it will be an advancement in marketing that should stick for the foreseeable future. Trying anything on it always the highlight of anyones shopping trip (other than buying of course) and Amazon is the helping hand for L’Oreal and their products.
L’Oreal bought the company Modiface just last year, and L’Oreal has been quick to incorporate their technology into their websites and experiences. Changing your hair color has forever been one of the most stressful things in the history of (wo)mankind. Now with L’Oreal Professional Style MYy Hair App, you can now change the color of your hair virtually before anything else. In an effort to sell more hair coloring products. This can be done in a number of ways through marketing, but augmented reality has proven to work before, so using it now only makes more sense.
Overall, we can expect more and more companies to get into AR try-ons, regardless of what the product is. I don’t think many would be surprised to see multiple big clothing companies get into clothing try-ons in the near future. Until then, the best we can do is simply hope for the best augmented experiences.
