MAC Cosmetics has deployed an augmented reality (AR) mirror across its US stores to provide virtual makeup try on for customers.

The AR mirror is powered by ModiFace’s new facial tracking and three-dimensional (3D) video makeup rendering technology that enables users to immediately try a curated set of cosmetics on a live video.

The mirror is claimed to provide a full 3D makeup video with precise, realistic tracking and colour rendering.

MAC Cosmetics visual merchandising and store design global creative senior vice-president Tim Tareco said: “The new ModiFace-powered mirrors provide an unprecedented level of realism and fidelity that bring to life our brand’s unique sense of colour and artistry.”

“The new ModiFace-powered mirrors provide an unprecedented level of realism and fidelity.”

To provide a realistic life-like rendition, ModiFace scientists are said to have curated 29 custom eye cosmetic styles into the mirror, which can be mapped to the face at 30 times a second.

Scheduled to be launched in additional markets next year, the virtual mirror is claimed to deliver a smooth and accurate rendition.

ModiFace partnerships vice-president Jennifer Tidy said: “MAC Cosmetics is a renowned beauty brand with a very unique range of shades.

“We are delighted to be partnering with MAC on many AR initiatives, the first of which is to bring photo-realistic live video makeup try on to MAC stores.”