ModiFace Lets Samsung Galaxy S9 Users Try And Buy Makeup

Many women start their days by — as they call it — “Putting on their face.” ModiFace wants to help them do that by letting them try on an infinite selection of cosmetics from the comfort of their couch.

No longer do makeup enthusiasts need to download various apps from their favorite brands; the tech company is bringing this capability to the masses — at least, the masses who plan on buying the next generation of Samsung Galaxy smartphones.

The Samsung Galaxy S9 and S9+ will integrate real-time makeup simulation into live videos straight from the device’s default camera. ModiFace, the same tech company that powered Sephora’s augmented reality (AR) mobile app, is also behind the in-device capability on the new Samsung phones.

Parham Aarabi, CEO and founder of ModiFace, told PYMNTS that the function is all about building confidence in users.

“The goal is to educate the user on the brand’s products or services, which in the end will encourage the user to have a more confident purchasing experience,” Aarabi said.

The simulations aren’t just fun filters like users might find in Snapchat. They have a purchase orientation, aiming to funnel users through to the websites of partners including CoverGirl, Sephora, and AmorePacific (for U.S. customers — those in Canada have access to Sephora, while those in Korea and China can purchase AmorePacific products they discover on the Galaxy camera).

Aarabi said that all the information customers need to get the looks they like in real life is right there on the in-camera simulation, including pricing and a link to the brand’s website where products can be purchased. He said there are no purchasing capabilities within Bixby at this time.

Sephora had one of 2017’s standout AR apps. It powered a similar experience to what ModiFace is enabling within the Bixby platform, letting users try on infinite shades without having to scrub makeup off their eyelids and lips.

This capability lets Sephora customers experiment with colors they may not normally have tried with absolutely zero consequences. Customers who wondered, “How would I look with purple lipstick? What about lime green?” could find the answers to those questions, sans neon residue as they walk around the rest of the shopping mall after trying them on — they can do it all from the home.

However, although ModiFace powers AR apps for Sephora and a variety of other beauty brands including Estée Lauder, Allergan, L’Oréal, Unilever and Coty, all of these required customers to download a bespoke mobile application or navigate to the brand’s website.

The Samsung Galaxy S9 and S9+ will put it right there in the native camera app to be experimented and played with — likely translating to purchases as what started as a fun or amusing experience reveals products that users love and want to buy.

Aarabi said ModiFace has optimized its AR technology for the new Samsung devices, running at 30 frames per second and using precisely mapped shades from leading beauty brands. The capability has not been integrated with Bixby as a voice-activated assistant at this time, Aarabi said.

Samsung announced the upcoming launch of its Galaxy S9 and S9+ smartphones in February, with both models available for preorder by the end of the month. The company has touted Samsung’s “most elaborate camera ever,” which offers a new dual aperture lens and Super Slow-mo video capabilities.

It also incorporates the AR Emoji, which will allow customers to create a personalized emoji through a data-based, machine learning algorithm that can take a 2D image of the user and create a 3D model that can mimic actual expressions — similar to the iPhone X’s Animoji feature.

ModiFace said in a press release that more brands and features can be integrated within Bixby to enable new looks, colors and styles to be tried on by users. This will keep product offerings fresh and updated, warding off the downside of the novelty effect.