L’Oreal has purchased leading beauty tech firm ModiFace for an undisclosed sum to bolster its digital-technology effort, giving it an apparent edge over rivals in augmented reality and arttificial intelligence for beauty. Terms were not disclosed. The 11-year-old Toronto-based company has been providing services for L’Oreal at least since 2014, when Garnier used ModiFace technology to deliver customized digital ads featuring the customer as the model. More recently, L’Oreal Professional and ModiFace introduced an app called Style My Hair, which provides augmented-reality hair color tryouts. Now ModiFace will become part of L’Oreal’s newly formed Digital Services Factory, a network that designs and develops new digital services for the company’s brands. Continue reading at AdAge.com

Source: AdAge Digital L'Oreal Buys ModiFace to Get Edge in Beauty Augmented Reality and AI