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L'Oreal, ModiFace begin Amazon promotion

Montreal-based cosmetics company L'Oréal Canada has begun a joint promotion with Toronto-based artificial intelligence firm ModiFace. Through this agreement, L'Oréal will offer a service through Amazon in Canada by which consumers can virtually try on cosmetics using a mobile device. The system includes lipstick, eyeliner and eye shadow overlaid on live video or still images of the user. The service is available at <>. ModiFace is a subsidiary of L'Oreal Group.

“With new technologies such as our AI-powered virtual makeup try-ons, the beauty market is witnessing a revolution in services, enabling a much richer relationship with the consumer,” said Robert Beredo, chief digital officer at L'Oréal Canada. “Gaining their trust and attention is critical for us, and this new service helps us to provide them with a safe and secure way to test their favorite products. We are proud to be able combine more than 100 years of beauty expertise and knowledge of our consumers with cutting-edge digital excellence made right here in Canada."

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