Dive Brief:

• ModiFace, which has helped pioneer the use of augmented reality technology in the beauty market, is launching a new web-based skin assessment platform for skin-care brands that analyzes user images to recommend products and treatments, the company announced Tuesday.

• The new technology allows users to get a virtual skin consultation. The whole process begins with the user uploading a photo, which is then analyzed in a series of steps to evaluate the skin texture, dryness and discoloration. This analysis is then linked to personalized motivational suggestions to keep and improve the overall skin health of users, according to Modiface.

• The company said the new technology has been tested with L’Oreal's Vichy skin care brand and was recently deployed globally on Vichy web and mobile sites. The technology is now available for other skin care brands to integrate onto their own websites. 

Dive Insight:

Somewhat buried in Modiface's press release was the news that it was recently granted a U.S. patent for "skin visualization and quantification." This is a slightly different offering than what we are used to from Modiface, which has become known for its augmented reality and virtual try-on features, such as its lipstick chatbot for Facebook Messenger. The company also recently integrated an eye-tracking capability with a virtual makeup try-on app.

According to Modiface, this new capability builds on the lessons the company has learned from previous versions of skin analysis technology it has developed over the last decade. In 2007, for example, the company launched its first visual skin-care simulation with Allergan, which was recently updated to include the latest skin analysis capability and live 3D simulation.

The skin analysis tool is built in HTML and can be integrated into brands websites with the addition of a single line of code. It is also compatible with all operating systems, including Windows, iOS and Android, as well as on all mobile, tablet and desktop devices.

These kinds of digital innovations have been a factor in helping many beauty retailers and brands avoid the pitfalls that other types of of retailers and brands have fallen into in the last couple of years. They are key to giving customers digital experiences that at least mirror, and potentially improve, upon the services they would receive at an in-store cosmetics counter.