Makeup lovers have a new reason to visit the Estée Lauder website.
The company has teamed up with Canadian alternate reality (AR) firm ModiFace to launch a live makeup trial platform that customers can use on their desktop and mobile devices.
Utilizing ModiFace’s Light Field Rendering technology, visitors to Estée Lauder’s website can digitally sample the company’s various brands of makeup directly onto photos or live videos.
“Our latest web AR technology combines the latest advances in AI, facial tracking, and computer graphics to result in a realistic, widely usable, and practical application that has been highly optimized for improving the online beauty shopping experience,” said Parham Aarabi, the founder and CEO of ModiFace, in a media release.
The website also uses JavaScript’s WebGL API to “create unique virtual surfaces to model the textures and finishes of each of the Estée Lauder shades.”
Users can then figure out which particular shade they prefer, without ever having to leave the comfort of their couch or office.
What this means is that the website compiles virtual layers on top of a user’s face to accurately model different lipsticks, eyeshadows, blushes, and other cosmetics.
Users can then figure out which particular shade they prefer, without ever having to leave the comfort of their couch or office.
According to Estée Lauder, the technology even “uniquely accounts for the level of light, texture, and shine in the photo or video.”
“We are especially delighted that this capability is provided to our consumers across all platforms, including mobile, web, and tablet, directly on the product page where it can make the biggest impact,” said Stephane de La Faverie, Estée Lauder’s global brand president, in the same release.
ModiFace technology is used in over 200 different AR apps for beauty brands around the world, including Sephora, L’Oréal, and Allergan.
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