L’Oréal and Facebook have announced a platform integration with the former’s ModiFace augmented reality (AR) powered virtual experience technology platform.

The tie-up will enable shoppers to benefit from AR makeup try-ons on Instagram.

Facebook’s AR platform Spark AR and ModiFace provide technology that delivers makeup experiences developed by ModiFace to Instagram Shops.

BRANDS ARRIVE ON INSTAGRAM

NYX Professional Makeup, Urban Decay, Maybelline New York and Lancôme are the first L’Oréal brands to arrive on Instagram Shops with AR try-ons for their lipstick products.

Further brands and makeup categories are planned to follow, says L’Oréal.

Consumers can navigate to the brand’s Instagram page, find a product, and virtually try it before they purchase.

The ModiFace AR try-on will also integrate with new advertising formats on the Facebook app.

“ModiFace has pioneered AR technologies and developed realistic and accurate virtual try-on experiences for more than a decade,” said Parham Aarabi, CEO and co-founder of ModiFace.

“In an age where social commerce is becoming increasingly important for consumers, this new step in our collaboration with Facebook will contribute to make shopping for beauty products on Instagram more convenient, easy and fun.”

Sue Young, Head of Spark AR, Facebook said: “AR Try On is an exciting new foray within Facebook that’s already helping people shop online with more confidence.

“Through this new integration with L’Oréal, shoppers can expect a more personal shopping experience from even more of the brands they love, right where they’re already finding beauty inspiration: on Instagram.”