Augmented Reality Launches in Beauty Industry with MakeUp Live by ModiFace

TORONTO--(BUSINESS WIRE)--ModiFace, a leading provider of virtual makeover technologies, today announced the availability of “MakeUp Live” — a new iPhone application that is the world's first Augmented Reality (AR) virtual makeover tool. MakeUp Live creates a true virtual makeup mirror by using the iPhone camera to apply cosmetics in real time directly onto the user’s own face. The application also gives step by step instructions on how to achieve one of eight trendy beauty looks, including smoky eyes, down to the brush type and shade brand and name. A demonstration video and further detail on MakeUp Live are available online here.

“Our goal is to consistently push the boundary of what is possible when you apply state-of-the-art computer vision technology to beauty and fashion applications. MakeUp live is a perfect example of advanced technology applied to make a virtual mirror possible right on your iPhone”

Augmented Reality describes the enhancement of real world images by adding three dimensional computer graphics. Consumers interact with AR products routinely, such as the yellow “first down” line fans of the National Football League see while they are watching the game on TV, or the projected “floating” images of the solar system at the museum.

“MakeUp Live is the next best thing to having your own personal makeup artist in the room with you,” said Nikkie Gatto, mobile project manager and resident beauty expert at ModiFace. “Many magazines offer ‘how to’ guides from beauty experts around the globe, and many virtual makeover tools allow women to see different products on their own photo. However, MakeUp Live takes the beauty guide and makeover tools to an entirely different level by enabling women to work alongside the tool to get it exactly right.”

“Our goal is to consistently push the boundary of what is possible when you apply state-of-the-art computer vision technology to beauty and fashion applications. MakeUp live is a perfect example of advanced technology applied to make a virtual mirror possible right on your iPhone,” said Dr. Parham Aarabi, president and founder of ModiFace.

MakeUp Live is based on ModiFace's patent pending facial recognition technology that powers the number one virtual makeup application on the iPhone, "MakeUp." Originally launched in November of 2009, MakeUp is a free beauty tool that allows users to virtually try on different types of makeup, including mascara, foundation, blush and eye shadow, in hundreds of shades from leading brand names like Revlon, Cover Girl, Lancôme and Clinique. On the newest version of MakeUp, users can now use their own Facebook, iPhone album, or iPhone camera photo to test out the most popular cosmetic looks on themselves.

The application is now available for download from the U.S. iTunes store for 99 cents at http://itunes.apple.com/us/app/makeup-live/id406013441?mt=8. MakeUp Live is also available for download in every country where the Apple App Store is available. For more information on MakeUp Live or ModiFace’s other virtual makeover tools, please visit www.modiface.com

About ModiFace

ModiFace Inc. is a leading technology provider for anti-aging, weight-loss, color cosmetics, and hairstyle virtual makeover technologies. Founded in 2006 by University of Toronto professor Parham Aarabi, ModiFace’s fully-automated virtual makeover technology is the result of over a decade of research at Stanford University and the University of Toronto, and is the subject of 16 patents and more than 65 scientific publications. This technology is currently licensed to 40 beauty brands and media companies (including Clairol, Fusion Colorceuticals, RealBeauty, Seventeen, Cosmopolitan, Harpers Bazaar, Marie Claire, Self, New Beauty, Allergan, Medicis, Proactiv, Meaningful Beauty, and Oxygen), and powers some of the most popular web, social network, and mobile makeover applications including the iPhone application “MakeUp”, the #1 mobile makeup application in the world.