THE WHAT? El Corte Inglés and L’Oréal have rolled out a ‘virtual mirror’ to allow consumers to try on products online before purchasing.

THE DETAILS The Modiface-powered AI technology is available on the retailer’s website and app, with El Corte Inglés reported to be the first Spanish retailer to incorporate the L’Oréal feature.  

The simulation of the shade is provided by L’Oréal-owned brands, such as Lancôme, YSL Beauté, Armani, Urban Decay, L’Oréal Paris, Maybelline NY, and NYX Professional Makeup.

Discussing the tech, Ana Alberola, Head of Perfumery and Cosmetics at El Corte Inglés, said, “The operation is very simple, you have to enter the web or the El Corte Inglés app, choose the product and upload a photo or connect the device’s camera to see how the product looks on the face without having to use it on the skin itself.

“With this realistic online tester, the customer will be able to see the effect of each product on their skin, lips or eyes.”

THE WHY? Guillaume Sonolet, Chief Marketing Officer L’Oréal Spain, explained the benefits of the mirror, “It is a tool that generates consumer loyalty because it multiplies by four the time spent on the web or in the app, and purchases are doubled.”