Users can virtually try on  products.

Augmented reality continues to make an imprint on the beauty business. Estée Lauder, the flagship brand of The Estée Lauder Cos., Inc., is launching an augmented reality-based product try-on feature on its web and mobile web site.

Powered by ModiFace and its Light Field Rendering technology, users can see how a product looks on them with images that are adjusted for the level of light in the room where the image is captured. The technology can also compensate for texture and shine in the photo or video. With the AR feature, users can virtually try on shades while viewing the product on the brand’s e-commerce product pages.

Stephane de la Faverie, Estée Lauder global brand president, described the images as “an incredibly realistic and accurate representation of our products through augmented reality technology.” He added the capability is provided to consumers across all platforms including mobile, web and tablet, directly on the product page “where it can make the biggest impact.”

The Estée Lauder e-commerce augmented reality integration incorporates several technology upgrades, including the latest advances in WebGL technology to create unique virtual surfaces to model the textures and finishes of each of the Lauder shades. It also uses ModiFace’s latest generation facial tracking technology to accurately map the contours of the eyes and lips in live video through any webcam.

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“Our latest web AR technology combines the latest advances in AI, facial tracking and computer graphics to result in a realistic, widely usable and practical application that has been highly optimized for improving the online beauty shopping experience,” said Parham Aarabi, founder and chief executive officer of ModiFace. While this is the company’s first project with Estée Lauder, ModiFace has helped developed more than 200 custom augmented reality apps for beauty brands such as Sephora, Allergan, L’Oréal, Unilever and Coty Inc.

Virtual try-ons have become popular with beauty enthusiasts because they can test out looks, often those inspired by tutorials, without having to wash off the makeup in between. Additionally, the technology is credited with women making fewer “wrong” color choices — one of the biggest annoyances in shopping for beauty.

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