ModiFace, Shoppers Drug Mart partnering on virtual makeup service

Shoppers Drug Mart has a new virtual try-on beauty service thanks to a partnership with augmented reality technology company ModiFace.

ModiFace, focused on the beauty industry, came out of more than a decade of advanced facial recognition research at Stanford University and the University of Toronto. Founded in 2006, is technology has powered augmented reality experience for companies like Armani, Samsung, and L’Oréal.

Following its partnership with ModiFace, which led to a hair-styling app, L’Oréal acquired ModiFace in early 2018.

L’Oréal is also involved in the partnership with Shoppers, which will see the launch of a new digital virtual try on beauty service for online consumers in Canada. The virtual service rolled out on Monday and allows consumers to virtually try different makeup products and shades, connecting them between L’Oréal Canada, ModiFace, and Shoppers’ online platforms. Consumers will be able to try makeup from Maybelline, L’Oréal Paris, NYX Professional Makeup, Lancôme, Yves Saint Laurent, and Urban Decay.

RELATED: ModiFace launches first app after L’Oreal acquisition

“We are always looking to improve the shopping experience for Canadians, both in our stores and online,” said Deon Alhadeff, vice president of marketing at Shoppers. “We know how important it is to have the ability to try on products like lipsticks in-store, and now we can offer a similar experience through our website.”

Parham Aarabi, CEO of ModiFace, added that the company is thrilled to partner with Shoppers, helping it towards its goal of reinventing the beauty shopping experience.

“Thanks to a precise colour rendering, enabled by our unique AI-powered technology, shoppers can easily try-on different makeup products on the Shoppers Drug Mart website and purchase the shades that fit them best,” Aarabi said.

Meagan Simpson

Meagan Simpson

Meagan is the Associate Editor for BetaKit. A tech writer that is super proud to showcase the Canadian tech scene. Background in almost every type of journalism from sports to politics. Podcast and Harry Potter nerd, photographer and crazy cat lady.