For more than 100 years, L’Oréal has asserted itself as a modern, trailblazing brand. Now, with the acquisition of Canadian augmented reality (AR) and artificial intelligence (AI) brand ModiFace, L’Oréal continues its trend of pivoting when faced with ever-changing market desires. ModiFace’s presence is expected to assist L’Oréal’s digital acceleration strategy, which strives to provide its 34 international brands with continuously innovative customer service- and beauty-oriented technologies.
L’Oréal’s chief digital officer Lubomira Rochet expressed excitement for ModiFace’s involvement, stating, “We are thrilled to welcome ModiFace to L'Oréal to become the heart of our digital services R&D. With its worldclass team, technologies and sustained track record in terms of beauty tech innovations, ModiFace will support the reinvention of the beauty experience around innovative services to help our customers discover, try and chose products and brands. We at L'Oréal and ModiFace want to pioneer this new page of the beauty industry and serve our customers with innovative services and experiences.”
Although ModiFace will continue to base its operations out of Toronto, the company will now become a part of L’Oréal’s Digital Services Factory, which solely focuses on tech design, development and deployment for each of L’Oréal’s brands. Additionally, ModiFace will collaborate closely with L’Oréal’s Advanced Research department, receiving the benefit of over a century’s worth of beauty industry knowledge and experience.
Parham Aarabi, founder and CEO of ModiFace, said, “L'Oréal's acquisition of ModiFace provides an incredible opportunity to innovate on beauty AR and AI at an unprecedented scale, the results of which will shape the beauty industry for the decades to come. Our entire team and I are extremely excited to be joining the L'Oréal family, and look forward to the AR/AI-enabled future that we will create together.”
