Augmented Reality (AR), Companies, News

MAC Cosmetics embraces augmented reality

On Tuesday, MAC Cosmetics announced the launch of an augmented reality mirror that allows customers to preview how certain MAC shades and looks will appear when applied to their own faces.

The mirrors are based on a 3D video makeup rendering technology developed by Canadian firm Modiface. Called “Virtual MAC,” the AR mirrors have been introduced in US standalone MAC locations, setting the stage for a broader global rollout early next year.

The new ModiFace-powered mirrors provide an unprecedented level of realism and fidelity that bring to life our brand’s unique sense of colour and artistry,” said Tim Tareco SVP Global Creative, Visual Merchandising + Store Design from MAC.

We believe this will be a game changing addition to our stores.”

According to MAC, the virtual looks are mapped to the user’s face thirty times per second, with sub-pixel placement accuracy, with rendition quality on par with that of real-life application by a makeup artist.

MAC Cosmetics is a renowned beauty brand with a very unique range of shades. We are delighted to be partnering with MAC on many AR initiatives, the first of which is to bring photo-realistic live video makeup try on to MAC stores,” said Jennifer Tidy, Vice President of Partnerships at ModiFace.

ModiFace has rolled out a similar technology in recent weeks at several leading-edge Walmart test stores in the United States.