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L’Oréal Brings Modiface Hair Color Try-ons to Google Lens

Ahead of CES in January, L’Oréal is pushing Modiface augmented reality and artificial intelligence work to new avenues, namely through Google Lens. The beauty brand recently started rolling out new Lens features that let consumers try on Garnier hair colors using their smartphone cameras. The effort stems in large part to the beauty giant’s 2018 acquisition of Modiface, a beauty tech company known for virtual cosmetics and hair color try-ons. To try out the feature, people need only aim the Lens camera at a product from Garnier Nutrisse or Garnier Olia. When the software recognizes the product and color, the Modiface system adds the overlay over Google Lens’ live selfie view of the consumer. Google’s AI-driven image recognition tool started out as a downloadable mobile app — and it still is, at least for Apple iPhone users, who access Lens through the general Google app in the App Store. However, it’s worth noting that the feature was not available in the current version of the app on WWD’s test iPhone. The move seems more meaningful on Android anyway, at least in the short term. Lens is integrated out-of-the-box in Android’s mobile operating system. The scenario looks similar to Modiface’s pre-L’Oréal Samsung partnership. The deal integrated

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