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ModiFace’s Latest Innovation Said to Bolster Conversion

The technology can read where the user is looking on the screen, which can increase the likelihood of where they will click on an ad or purchase link.

Virtual makeup try-on just got more real. And the latest technology is expected to have big pay-off in conversion rates.

ModiFace is rolling out its Face AI tracking and analysis software development kit for iOS and Android devices. It is based on a decade of data and expertise the company has gathered. Using a precise and patented facial tracking engine, the technology detects and monitors facial features such as the lip contour, eyes, irises, down to minute details.

Face AI is an engine enabling augmented reality application to be further realized, according to Parham Aarabi, founder and chief executive officer of ModiFace. “It also provides a significant wealth of real-time data about the face in live video, including the exact location of the facial features, the location of the iris and the gaze direction, as well as the detection and tracking of skin features.”

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ModiFace’s Face AI tracking technology is already used by major beauty companies including Sephora and Estée Lauder to show consumers how makeup shades look before purchasing. ModiFace has determined the makeup video previews in apps and mobile sites can lead to increased conversions of as much as 84 percent.

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But the latest wrinkle suggests conversion can be further boosted by the enhanced tracking ability offered. Knowing where the user is looking at the screen can increase the likelihood of where they will click on an ad or purchase link, said Aarabi who explained that providing timely advertising can increase conversions.

For example, brands can set specific gaze activation steps such as a user reading the name of a product, or the viewer gazing at a specific product simulation or swatch for a set time. Upon the trigger, a promotion banner, message or button would appear providing a further ability to act on interest such as learning more about the item in an ad or buying it. “Knowing where users are looking provides a unique insight into what they are thinking, which is very useful for personalized beauty advice and product recommendations,” Aarabi said.

Face AI’s gaze estimation capability was recently tested in the iOS application “MakeUp,” which is exclusively sponsored by Smashbox. Based on this initial test, a 27 percent increase in clicks to purchase was observed with gaze-based product promotions, which appeared after a user would virtually apply and read the name of a product.

“The ability to provide timely promotions based on what users are looking at is a significant step forward in personalizing AR experiences,” Aarabi said. Over the next few months, additional applications and brands will leverage this technology, he added.

ModiFace’s Face AI also measures skin features including texture, spots and wrinkles, and detects three-dimensional parameters including head pose and real-world size measurements of the face and facial features.

The technology is being used in augmented reality applications for Sephora, Estée Lauder, Smashbox and more than 70 additional beauty brands. These brands are leveraging Face AI for video makeup simulation on web sites, mobile apps and in-store mirrors with the goal of showing consumers how different makeup shades would look like before purchasing.