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L'Oréal likes the look of ModiFace

20 March 2018

"For example, showcasing lipstick products, because we had the exact boundary of the lips".

The Paris-based beauty behemoth, whose 34 brands include Maybelline and Lancome as well as its namesake beauty products line, did not disclose financial terms of the acquisition.

In a March 16 news release, the Clichy, France-based company said that its acquisition of ModiFace, which it called "an internationally recognized leader in augmented reality and artificial intelligence applied to the beauty industry", would contribute to a digital acceleration strategy aimed at providing L'Oreal's 34 worldwide brands with "the most innovative technologies in terms of services and beauty experience".

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Modiface's software allows users to see their faces transformed in real time as they experiment combining blushes and eyeshadow, turning smartphone cameras into mirrors to predict how products will look on their own skin.

This acquisition is in line with L'Oréal's digital acceleration strategy to provide the group's 34 global brands with the most innovative technologies in terms of services and beauty experience, the company said in a statement.

ModiFace will become part of L'Oréal's digital services arm, Digital Services Factory, and collaborate with one of the corporate's R&D units, Advanced Research.

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In addition to beauty brands, ModiFace is also being used by the likes of Samsung, which has equipped its newest Galaxy S9 smartphones with its augmented reality technology.

ModiFace, a Canada-based augmented reality technology spinout from University of Toronto, agreed to an acquisition by cosmetics brand L'Oréal on Friday for an undisclosed sum.

ModiFace has not confirmed previous funding rounds.

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L'Oréal likes the look of ModiFace