Essie launches virtual reality try-on service

By

Jennifer Braun

Published
Feb 22, 2021

Essie is the latest beauty brand to offer its customers the opportunity to virtually try on makeup essentials. 

The L’Oréal-owned nail salon expert launched on Friday 'Essie On-Hand', in partnership with ModiFace, a web-based virtual try-on tool that allows users to discover Essie nail polishes right on their hand virtually. 

Users can discover 75 gel couture shades, including the newly launched gel couture brilliant brocades collection and apply Essie nail polishes virtually on the spot right from essie.com without downloading an app. 

The try-on tool captures the result of using the high-adherence gel couture color (step 1) with the high-shine top coat (step 2) through a virtual lens. Next, users can easily add product to cart and check out on select Essie retailers right from their phone or computer.

"Essie designs and creates all of our products with impeccable nuanced color and precise and easy application," said Carolyn Holba, general manager for Essie worldwide, in a news statement. 

"Our new Essie on hand virtual try-on salon is no different! it's the highest standard in nail try on services to make discovering Essie colors fun, easy and accessible.”

Last year, ModiFace began providing make-up testing technology to Amazon, allowing customers of the shopping site to try on lipsticks using mobile phone videos or photos. L'Oreal has also already used ModiFace for online consumers in Canada via a partnership with Shoppers Drug Mart. 

L'Oreal Canada bought ModiFace in March 2018 as it continues to invest in technology.

"ModiFace has been the leader in beauty tech for over a decade, and thanks to a close partnership with the Essie team, we have again been able to push our artificial intelligence and augmented reality technologies to new heights. we are excited to continue collaborating with Essie on reinventing the nail industry," said Jeff Houghton, ModiFace chief operating officer.

The new tool follows over a year of collaboration to power a back-facing camera AR experience, the first for the L'Oréal Group. 

Essie on hand is now available in the U.S., with plans to expand its color offering and features over the next several months including the addition of hundreds of favorite Essie colors. 

Users can also expect to unlock exclusive features and be the first to try on new Essie collections, in some cases, before they're even available for purchase via the platform. The brand will also include QR codes at select retailers to help try before you buy in-store.