The IPSA Makeup Simulator enables users to see the brand’s products and combination looks virtually applied to their own photo. From there, they can see a full product list of items they tried and then share results on social platforms. Research finds sharing often encourages conversion. “I believe augmented reality is a necessity for all beauty brands. IPSA’s parent company Shiseido has always been at the forefront of AR and we worked to create a compelling online experience,” said Parham Aarabi, founder and chief executive officer of ModiFace.
With mounting demand in Asia, the company, which is one of the pioneers of 3-D facial tracking and makeup rendering technology for in-store, mobile and Web, also announced local representation in Seoul and Tokyo. ModiFace will have representatives and technology showcases in both cities.
“We are seeing tremendous interest by Asian beauty brands in using AR technology to better connect with their customers and drive engagement,” said Aarabi. “The question for most brands now is not whether this technology is right for them, but rather how do they quickly and practically execute their own unique vision of augmented reality — which is exactly what ModiFace addresses.”
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Shiseido is the latest company to enlist ModiFace-powered AR applications by Asian beauty brands joining mobile and in store launches of Amore Pacific’s Laneige Beauty Mirror, Allergan China’s Juvederm Mirror, Unilever’s Lakmé Makeup Pro and Japan’s Loft in-store makeup mirror. There are several other brands planning launches, according to Aarabi.
“What we see is that Asian brands are more open to experimenting with new technologies [AR, chatting platforms, etc.] and as a result they have been at the forefront of e-commerce and m-commerce. For us, it is really a great place to explore cutting-edge technology and gather data and best-use cases which we can then apply worldwide,” Aarabi.
U.S.-based beauty brands including L’Oréal, Unilever, Yves Rocher and retailer Sephora are also employing ModiFace’s AR tools as American consumers seek apps with which to virtually experiment.