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Maybelline integrates virtual try-on with Microsoft Teams

Maybelline virtual makeup
Customers can virtually try on cosmetics within Microsoft Teams.

Maybelline New York is targeting working professionals with a new Microsoft Teams partnership.

The cosmetics brand is rolling out the new Maybelline Beauty App in Microsoft Teams, which allows users to choose from 12 virtual makeup looks with a single click each. Each look has a product breakdown to help users can understand which Maybelline New York product and shade constitutes the virtual look and recreate it in real life.

The app runs on artificial intelligence (AI)-based Modiface virtual try-on technology, which has also been used by retailers including Amazon and Macy’s. Maybelline New York is debuting this offering for its parent company, the L'Oréal group.

The virtual makeup looks are now globally available as an option in Teams video calls to those with a Teams enterprise license. The technology was developed in collaboration with the Geena Davis Institute to help ensure representation of a broad and diverse population

L'Oreal has leveraged virtual try-on technology as far back as 2014, when its L’Oreal Paris subsidiary rolled out a solution called Makeup Genius that uses facial mapping technology to transform an iPhone or iPad’s front-facing camera into a virtual mirror where you can try on L’Oreal Paris products. 

And in January 2022, L’Oreal launched Coloright, an AI-connected haircolor system for salon stylists that uses virtual try-on functionality to project desired shades, and an algorithm that leads to an on-demand, customized haircolor with more than 1,500 custom shades.

"Maybelline's mission is to give everyone self-confidence to express their beauty. Whether you are working in-person or virtually, feeling good about yourself can help put your best foot forward," said Trisha Ayyagari, global brand president of Maybelline New York. "That's why we partnered with Microsoft Teams to develop virtual makeup looks – now even on the busiest day, you can put makeup on with just a click. We hope we make people's lives a little easier."

"At Microsoft, empowering people through technology is at the core of what we do," said Nicole Herskowitz, VP, Microsoft Teams. "The new Maybelline Beauty App in Microsoft Teams is a great example of how, together with our partners, we are giving people more ways to express themselves in hybrid work environments using the power of AI."

Maybelline New York is a subsidiary of L’Oreal and present in over 120 countries worldwide.

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