L'Oreal Brings Makeup AR Tests To Facebook

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L'Oreal Brings Makeup AR Tests To Facebook
August 10, 2018
The ads let users 'try on' cosmetics and click to purchase without leaving Facebook

 

L'Oréal has been investing heavily in augmented reality (AR) over the past year, and now its teaming up with Facebook to bring scale to its efforts.

 

The Urban Decay owner is now L'Oréal has been investing heavily in augmented reality (AR) over the past year, and now its teaming up with Facebook to bring scale to its efforts.

 

The Urban Decay owner is now among the first brands to commit to experimenting with Facebook's new AR ad formats. The company has just inked a "long-term" deal with the social network to collaborate on AR projects for brands like L'Oréal Paris, Lancôme, Giorgio Armani, and Yves Saint Laurent.

 

The first initiative L'Oréal is trialing as part of this will see it run a campaign in the newsfeed for its NYX Professional Makeup brand. ​

 

The ads let users 'try on' cosmetics and click to purchase without leaving Facebook. The push is being powered by the cosmetic firm's freshly acquiredModiface technology.

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