L'Oréal Debuts 'Try On' Augmented Reality Tool

L'Oréal Paris has introduced “Try On,” a new augmented reality tool that lets consumers experience more than 300 color cosmetics and Colorista semi-permanent hair color shades directly from the company’s website. 

The virtual interface features photo-realistic color simulation, allowing users to virtually test beauty products in real-time without downloading an app. Leveraging L'Oréal's patented ModiFace facial recognition and AR product simulation technology, Try On is designed to change how people interact and shop for the company's products.

"We continually strive to create bespoke experiences that add value in new ways,” said Anne Marie Nelson-Bogle, senior vice president of marketing. “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 products."

The Try On technology lets users test products live or by uploading a recent photo. They can view the results via split screen or take a picture to share or download.

The capability will soon be expanded to include Feria Hair Color shades as well. Try On is available on LOrealParisUSA.com via select desktop web browsers and smartphones.

The launch marks one of the first platform innovations stemming from L'Oréal USA's acquisition of Toronto-based ModiFace in March. It's also the first time ModiFace technology has been used across multiple categories by a single brand.

Prior to the acquisition, L’Oréal had been working with ModiFace for about four years. Today, ModiFace is part of L’Oréal’s newly created Digital Services Factory, a group that designs and develops digital services for the company’s brands.

L'Oreal ranked 15th on CGT's list of the "Top 100 Consumer Goods Companies" for 2017 with $27.2 billion in revenue.