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ModiFace Incorporates AR Technology Into New Samsung Galaxy Smartphone

No clicks are needed to access virtual try-ons with latest Samsung phone tweaked for the tech-savvy set.

The new Samsung Galaxy S9 smartphone, unveiled Sunday night in Barcelona, removes any friction associated with using augmented reality beauty apps. Designed for tech-savvy consumers, the upgraded phone isn’t devised just for making calls, but rather fine-tuned to capture visual moments. That includes the integration of ModiFace’s Beauty AR technology into the Samsung Bixby platform, enabling Samsung users to directly see real-time makeup looks on their live video on the Samsung Galaxy S9/S9+ devices that support the virtual assistant.

“Essentially, hundreds of millions of Samsung users can instantly initiate real-time makeup looks on live video from the camera, no web site or app is needed,” explained Parham Aarabi, founder and chief executive officer of ModiFace. “It is instantly there with the camera.” In the past, most AR access required clicking onto the app.

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ModiFace’s Beauty AR technology has been optimized for the most effective performance on  Samsung Galaxy S9/S9+ phones.  The technology uses precisely mapped shades from leading beauty brands to render realistic makeup augmented reality effects directly within the virtual assistant Bixby.

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Going forward, the partnership will allow for new brands and features to be integrated seamlessly within Bixby, enabling new looks, colors and styles to be tried on by users, and for the product offerings to be continuously refreshed and updated, Aarabi added.

Explaining why camera enhancements are key to the new phone, DJ Koh, head of Samsung’s IT and mobile communications division noted that people take 1.2 trillion photos on smartphones per year. The new phone will debut March 16 in most countries. Beyond the makeup AR features, users can wave the phone’s camera in front of objects to learn more about them and the camera can be used to translate foreign language in real time. ModiFace powers more than 200 customized augmented reality apps for beauty brands including Sephora, Estée Lauder, Allergan, L’Oréal, Unilever and Coty.