Lady Gaga launches beauty brand Haus Laboratories in partnership with Amazon. Will we see Augmented Reality (AR) virtual try-on experiences from Haus online?
Lady Gaga’s new cosmetics line, Haus Laboratories, is the first major beauty brand to launch exclusively on Amazon. An AR virtual try-on experience would be a perfect way to preview Haus makeup on your skin before you buy online.
Last month Amazon rolled out a new feature that allows you to try on shades of lipsticks with the power of AR and the front-facing camera on your smartphone. The technology, which runs on Amazon Web Services, is by ModiFace (an AR and artificial intelligence beauty company in Toronto, which was acquired by L’Oréal in 2018).
“We are excited to team up with ModiFace to make shopping for cosmetics online even easier by offering customers the ability to virtually try-on before they buy,” said Nicolas Le Bourgeois, head of Amazon Beauty. “With this new AI-powered virtual experience, Amazon customers can now conveniently try-on thousands of lipstick products, save photos on their devices to share with friends and ultimately purchase with greater confidence – wherever they are, whenever they want, with products delivered right to their doorstep. This launch is another important milestone in our vision to be the best possible place for customers to discover and buy beauty products online.”
“Thanks to a precise color rendering, enabled by our unique AI-powered technology, shoppers can easily try on thousands of lipsticks available on Amazon and purchase the shades that fit them best,” said ModiFace CEO Parham Aarabi.
But back to Gaga. She’s no stranger to AR. Gaga had her own AR filter on Facebook for Netflix's release of their documentary series Gaga: Five Foot Two in 2017. She also collaborated with Intel at the Grammy’s for a David Bowie tribute in 2016 where digital makeup was adapted and displayed onto Gaga instantaneously in a live performance through face projection technology.
As Glossy reports, Modiface’s virtual try-on makeup experience on Amazon will be available for all L’Oréal makeup brands, as well as other beauty brands such as Rimmel and CoverGirl (owned by Coty), Revlon, and Anastasia Beverly Hills. L’Oréal will begin with lipstick since it’s one of the most in-demand beauty products, said a brand spokesperson.
So why not Gaga’s Haus Laboratories?
As reported on Venture Beat, a 2016 survey published by A.T. Kearny found that 69% of American women who shop online for beauty products start their searches at Amazon, and a report from Edge by Ascential showed that sales of health and personal care items on the platform totaled $1.9 billion in the second quarter of 2018, while sales for beauty products were up 26% at $950 million.
In 2016 in a joint study conducted by cosmetics market research company Poshly Inc. and digital makeup app Perfect365, 78% of millennial women said they would be more inclined to purchase makeup online if they could virtually see what a product looks like on their face before buying it. Benefit Cosmetics (Benefit’s parent company is LVMH Moët Hennessy Louis Vuitton) used ModiFace’s technology in 2018 for a virtual eyebrow try-on e-commerce AR experience seeing a conversion rate boost of 80%.
All great reasons for Gaga to continue to explore AR in a virtual try-on e-commerce solution with Haus Laboratories on Amazon. Pre orders start July 15.
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