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L'Oréal's ModiFace to provide virtual makeup tech for Amazon

L'Oréal SA said June 4 that it will provide Inc. the artificial intelligence-powered technology of its Modiface Inc. business for its virtual cosmetics trials, bringing more convenience to shopping on the e-commerce giant's platform.

Through ModiFace, Amazon shoppers can now use their smartphone's front-facing camera to take a video or a selfie of them digitally trying on different makeup products, such as several shades of lipstick, before purchasing them.

The French personal and beauty products manufacturer said ModiFace rolled out the technology in mid-2019 for Amazon customers in the U.S. and Japan.

L'Oréal acquired ModiFace, which specializes in the use of augmented reality and AI for the beauty industry, in 2018 for an undisclosed amount.