L’Oréal USA’s division L’Oréal Paris has unveiled a new ModiFace-powered tool that allows users to discover and virtually try on makeup and beauty products.

Consumers can use the tool to see virtual re-creations of more than 300 L’Oréal products, including blusher, eyeshadow, eyeliner, lipstick, lip liner and Colorista semi-permanent hair dye shades at www.lorealparisusa.com, without the need for any additional apps.

“We are excited to transform the way people can experience beauty with a new tool that offers a convenient, instant and personalised way to test L’Oréal Paris products.”

The tool utilises Modiface’s photo-realistic colour simulation, augmented reality (AR) and facial recognition technology to display the products onto to a live video-selfie, allowing users to virtually try on makeup. It is said to help beauty enthusiasts be creative and experiment with different products before buying.

L’Oréal’s marketing senior vice-president Anne Marie Nelson-Bogle said: “Our consumers are at the heart of all our innovations. We continually strive to create customised experiences that add value for them in new ways.

“With this launch, we are excited to transform the way people can experience beauty with a new tool that offers a convenient, instant and personalised way to test L’Oréal Paris products.”

L’Oréal plans to add its Feria Hair Color collection to the website.

Following L’Oréal USA’s acquisition of ModiFace in March this year, the latest launch represents one of the first platform innovations stemming from the deal.