Sephora brings augmented reality to real-life shop

Modiface is a virtual makeover technology provider now in Sephora stores.
Source: Modiface

It can be messy experimenting with different shades of makeup, so specialty beauty retailer Sephora is looking to simplify the process.

According to an article in media and marketing publication The Drum, the LVMH-owned brand has teamed up with technology firm ModiFace on a 3-D augmented reality mirror that allows shoppers to virtually test cosmetics while in-store.

Located in the retailer's Milan shop, the technology tracks a shopper's face in real time. By tapping a color on the screen, it then lets them see how different shades of eyeshadow look on their skin.

"We believe ModiFace's 3D Augmented Reality Mirror will be a breakthrough technology for our customers as they virtually try out different eye shadow shades quickly and easily," Antonio Ferreira de Almeida, general manager of Sephora Italy, said in a post on ModiFace's website.

The initiative is the latest example of how retailers are ramping up their in-store experience, as shoppers increasingly shift toward online purchasing.

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