Soon you’ll be able to test L’Oreal’s cosmetics using augmented reality

If you love shopping online, especially for cosmetics, but always wanted to try things on before making that risky purchase — it may soon be possible.

Cosmetics brand L’Oreal, with the aid of its recently-acquired AR company ModiFace, has teamed up with Facebook to create augmented reality (AR) testing tool to help online consumers make informed decisions about their make-up.

For L’Oreal, it’s a play that opens up its product to various social channels, notably Instagram.

“We are at that magical moment when technologies have matured enough and consumer appetite for using them is growing everywhere. We are very excited about that new step in our long-term partnership with Facebook,” notes Lubomira Rochet, L’Oreal’s chief digital officer, in a release.

“After having adapted our creatives and contents to a mobile-first world it will be very interesting to see how AR is going to change the creative playbook of our industry”, she added.

Instagram and Facebook Camera will be the home of these virtual make-up trials, where users will be able to try various foundation shades, eye brow shapes, and other cosmetics. The social network already employs similar AR technology when applying masks and stickers to its users’ selfies.

This isn’t the first time L’Oreal has used intelligent technology to market its products. In 2013, the firm opened an interactive Kiosk in New York City, and suggested cosmetics based on the users’ outfits.

The news is also the first big play from the company since ModiFace joined its ranks.

While the moves suggest a play in the near future from the French cosmetics firm, L’Oreal remains mum on the experience’s release date. But if you just can’t wait, have a look at the demo below.

Feature image: L’Oreal