It was only back in July of this year that Facebook announced that they were testing augmented reality (AR) adverts in the News Feed of users on mobile devices. Now, L’Oréal have revealed that they are bringing a series of AR adverts to both Facebook and Instagram to allow users to try product before they buy them by means of their mobile devices camera.
As reported by gearbrain, the new adverts are being produced following the large cosmetics company acquiring ModiFace, a company that designs and produces AR makeup software. Start with the L’Oréal brands NYX, Urban Decay and Yves Saint Laurent, the AR experience will allow users the chance to superimpose makeup products onto themselves in a virtual makeup room. The goal is not only to improve customer interaction with products but also increase sales but offering a more immersive shopping experience from anywhere the user wishes.
By leveraging the technology to ensure a realistic result, users will be able to move around within the frame to see how the light shines off their new lipstick. Even facial expressions are not limited as users can smile and see the lipstick – or other products – move in a realistic way.
Augmented Reality is becoming key for product and brand discovery and purchase. We are at that magical moment when technologies have matured enough and consumer appetite for using them is growing everywhere.” Said Lubomira Rochet, L’Oréal Chief Digital Officer: “We are very excited about that new step in our long-term partnership with Facebook. One fascinating aspect of this partnership is that it keeps us innovating the beauty user experience. After having adapted our creatives and contents to a mobile-first world it will be very interesting to see how AR is going to change the creative playbook of our industry”.
These are not the first AR experience that allow users to try on products before buying them, but mark a big step forward for the company and AR adverts on Facebook and Instagram. Similar AR experiences including FaceCake and Wanna Nails. L’Oréal released a short video demonstrating the adverts as well which you can view below.
For more on immersive AR experience, including try before you buy adverts, keep reading VRFocus.