Initially, the technology was used to solve the beauty shopper pain point of trying on makeup easily, without the mess.L’Oréal’s acquisition of Modiface earlier this year has helped the company launch a variety of AR-powered beauty experiences for L’Oréal’s beauty brands.It recently launched a long-term partnership with Facebook to create AR beauty experiences for its portfolio brands on the social network’s platform. Within Facebook, users can virtually try-on products using a smartphone camera, and then be seamlessly redirected to parent sites to make a purchase.L’Oréal is also rolling out Modiface-powered web-based try-ons, as seen with the L’Oréal Paris brand.There was some question of whether Sephora and other beauty brands would cease working with Modiface after its acquisition by L’Oréal, according to WWD. However, Sephora still plans to use Modiface’s technology to power the Sephora Virtual Artist program in its app.The company has even claimed that due to increased awareness of AI and AR technologies from the Modiface acquisition, Sephora’s app has seen greater engagement.AR-powered shopper tracking technologies can also increase mobile sales and conversion rates.
13For example, Estée Lauder-owned Smashbox partnered with Modiface to use customer eye tracking insights to heat map the areas on a screen receiving more attention by users. This helps Smashbox understand which features are the most interesting and iterate on its website to make the beauty shopping experience more relevant for consumers.Such alternative use cases claim to increase conversions, reduce product return rates, and improve brand recognition.For example, L’Oréal recently worked with Modiface to add an augmented reality feature to its “Style My Hair” app that helps consumers visualize what their hair will look like after a coloring treatment.And some are taking it a step further.Benefit Cosmetics (owned by LVMH) partnered with Modiface to launch an augmented reality tool to help users try on different eyebrow types before getting waxed or plucked.Even nail color is getting the AR treatment: Wanna Nails (owned by Wannaby, which has raised $2M in total funding) specializes in augmented reality for nail polish try-on and has worked with brands such as OPI, Essie, and others.
14Micro-fulfillment centers help grocers connect with online shoppersWhether shoppers choose 1-hour delivery or to order online and pick up in store within the hour, AI-run micro-fulfillment centers promise to make e-grocery profitable for supermarkets while helping them engage directly with customers.Amazon’s Whole Foods acquisition last year and its continued online grocery expansion is driving other grocers toward an e-commerce strategy.
- Spring '19
- Hassan Kasfy