Bobbi Brown to launch ModiFace’s upgraded AR try on technology

Bobbi Brown Cosmetics is set to launch a new version of ModiFace’s augmented reality (AR) try on technology on its web and mobile e-commerce product pages.

The upgraded technology features light field rendering to regulate the texture and shine of a photograph, as well as a tool to dynamically adjust makeup shades in photos or videos.

ModiFace also improved the app’s ability to track and render facial features to accurately map cosmetics to the face during live video.

The technology further comprises new multi-core optimised web makeup rendering for smooth and fast performance across various devices and browsers, alongside new intelligent lighting adaptation to adjust white balance and exposure.

Bobbi Brown Cosmetics e-commerce executive director Laurie Rifkin said: “ModiFace’s augmented reality allows us to seamlessly bring the in-store experience of trying on a lipstick to our consumers, whether they’re shopping from their living rooms or on-the-go.

“It’s a simple and fun way for women to effortlessly explore our wide shade and formula range in lipsticks before they purchase, allowing consumers to have fun with AR and make a decision with confidence.”

The new AR integration will allow Bobbi Brown customers to directly preview and make purchase decisions.

ModiFace founder and CEO Parham Aarabi said: “AR for trying on beauty products has evolved from a nice utility to a transformative technology that defines the brand-consumer relationship and becomes a significant driver of sales and engagement.

“We are extremely delighted by this first step in the partnership with Bobbi Brown Cosmetics and look forward to all the exciting advancements that we will jointly work together on in the coming months and years.”