Starting this week, Amazon shoppers in the U.S. and Japan will be able to digitally try on makeup in a partnership with L’Oréal.
Using their phone or computer cameras, the Amazon app or website allows consumers to try on different shades of lipsticks to find the perfect hue, using ModiFace technology.
Although this augmented reality technology isn’t new, never before have Amazon customers been able to experience it.
The move comes after L'Oréal acquired augmented reality company ModiFace in March 2018, with Garnier also utilising the technology for the brand’s in-store virtual hair shade selector.
Amazon has been making various moves in the world of beauty recently, including launching an own-brand makeup line and separate skincare range earlier this year, with the intention of making online cosmetics shopping easier.
Speaking to Allure, L'Oréal chief digital officer Lubomira Rochet says the feature will have a “massive effect” on sales. "We have clear analytics that shows the time spent on the website is doubled on sites with the try-on experience,” she says.
Lipsticks are the most demanded try-on experience, but eventually eye shadows and even foundation shades may be available to try online before buying, according to Rochet.
Brands with the lipstick try-on feature currently include L'Oréal-owned makeup brands such as Maybelline, NYX, and L'Oréal Paris.
