Sunday, 22 April, 2018


L'Oreal snaps up Canadian AI make-up company in digital push

French cosmetics conglomerate L'Oreal would not disclose terms in its purchase of Canadian augmented reality and artificial intelligence firm ModiFace L'Oreal snaps up Canadian AI make-up company in digital push
Patty Aguilar | 19 March, 2018, 17:40

ModiFace has developed technologies that enable 3D virtual make-up, color and skin diagnosis services using proprietary software that tracks facial features and color. Given that many of these makeup companies have relied on Modiface to launch their AR apps, the acquisition gives L'Oreal a major leg up on its competitors who will now have to find another company that's thinking about AR beauty.

L'Oréal's Digital Services Factory will absorb ModiFace, it's a dedicated division at the company that's involved in designing and developing new digital services for the various brands in the group's portfolio.

Today, L'Oreal announced that it's buying Modiface, a company that's had a hand in the creation of many custom augmented reality beauty apps, including those from Estée Lauder and Sephora.

ModiFace employs almost 70 engineers, researchers and scientists who have submitted more than 200 scientific publications and registered over thirty patents.

L'Oréal's chief digital officer, Lubomira Rochet, hopes ModiFace will "support the reinvention of the beauty experience around innovative services to help our customers discover, try and chose products and brands".

The next phase of L'Oreal's digital strategy will be about making sure its brands like Lancome and YSL all have the tools to provide digital experiences to consumers, Rochet said.

It has already launched tech-savvy items such as sensory brushes that tell you how to care for your hair, or phone apps for virtual testing.

L'Oreal will acquire ModiFace, which has more than 70 employees, for an undisclosed sum, the Paris-based cosmetics maker said in a statement Friday.

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