Shopee and L’Oréal Provide Beauty and Skincare Tools using AI and AR

Shopee is using AI and AR powered tools to bring shopping to the next level.
It has teamed up with L’Oréal to roll out artificial intelligence (AI) and augmented reality (AR) powered tools on Shopee’s platform.

To use the Shopee BeautyCam by ModiFace, you can search for With
L’Oréal on Shopee app. Choose an L’Oréal lipstick and click “Try it on”. Now, you can try out different shades of lipstick with AR. Pretty cool.

For the other tool, Effaclar Spotscan, it will be incorporated in the upcoming L’Oréal campaign, ‘Your Best Skin Yet’, from 12 to 15 August.

Read the Press Release for more information.

Press Release

L’Oréal and Shopee Bring Beauty and Skincare partnership to life in Southeast Asia with AI and AR powered tools

  • L’Oréal’s AI and AR powered tools, Shopee BeautyCam by ModiFace and Effaclar Spotscan by La Roche-Posay on Shopee’s platform will provide digitally-savvy consumers convenience, as well as an interactive and personalised shopping experience
  • Partnership blends digital innovation with e-commerce in response to increasing demand for mobile self-diagnostic tools to help shoppers discover their individual beauty and skincare needs

SINGAPORE, 26 July 2019 – Shopee, the leading e-commerce platform in Southeast Asia and Taiwan has teamed up with L’Oréal the world leader in beauty and skincare to roll out artificial intelligence (AI) and augmented reality (AR) powered tools on Shopee’s platform. The joint partnership demonstrates both Shopee’s and L’Oréal’s commitment to continuously innovate and power Southeast Asia’s beauty and skincare categories into the future, and to provide shoppers a convenient and personalised online shopping experience. The AI and AR powered tools will also benefit millions of users across Southeast Asia, especially digitally-savvy millennials who are drawn to innovation, creativity and a sense of self-discovery.

With L’Oréal’s AI and AR powered tools, Shopee BeautyCam by ModiFace and the Effaclar Spotscan by La Roche-Posay, Shopee users are able to digitally try on different shades of L’Oréal’s lipsticks as well as receive personalised advice on the best L’Oréal skincare treatments to tackle acne. Users only need Shopee’s app and a front-facing camera on a mobile device to access these tools. The partnership also sees L’Oréal tapping into Shopee’s key interactive entertainment features such as Shopee LIVE and Shopee Slice to deepen consumer engagement.

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Ian Ho, Regional Managing Director, Shopee said, “We are excited to partner L’Oréal to bring these AI and AR powered tools to our platform. This partnership demonstrates our joint commitment to transform Southeast Asia’s beauty and skincare market with innovation and technology. With more consumers purchasing their beauty and skincare essentials with Shopee, we are confident that shoppers will enjoy a more personalised and seamless shopping experience with these digital innovation tools.”

AI and AR powered tools for the empowered online shopper

With more consumers entrusting mobile self-diagnostic tools to help uncover what best suits them1, the digital innovation tools, Shopee BeautyCam and Effaclar Spotscan on Shopee, will help consumers better understand their individual beauty and skincare needs as they shop online. With more than 95% of Shopee’s transactions occurring on mobile across the region, the partnership promises shoppers a seamless mobile shopping experience, from the use of L’Oréal’s mobile AI and AR powered tools to discover products, to delivering the products right to their doorstep. The launch of these digital innovation tools is done in collaboration with both of L’Oréal’s make-up and skincare divisions.

The Shopee BeautyCam employs AR simulation to allow Shopee users to try different shades of makeup, resulting in photo-realistic results in the form of a video or a selfie. To achieve this, ModiFace by L’Oréal uses AI-enabled shade calibration, AI-powered analysis of information provided by makeup brands, as well as images and descriptions available on social media. The Shopee BeautyCam will launch on Shopee Singapore during L’Oréal’s campaign, ‘International Lipstick Day’, from 27 to 29 July and in conjunction with International Lipstick Day on 29 July. Shopee users will be able to try the feature first with L’Oréal lipsticks. The proprietary technology will eventually be extended across other L’Oréal make-up products in the future across Southeast Asia.

L’Oréal’s other AI-powered digital innovation tool, Effaclar Spotscan, harnesses artificial intelligence technology to offer users instant, personalised and professional acne analyses. Users are awarded an acne score and are given a personalised Effaclar routine with specific skin care tips to best tackle their acne spots. Featured during selected campaigns, the tool was launched in conjunction with other in-app activations such as in-app dermatologist consultations. Effaclar Spotscan was launched successfully on Shopee Singapore in March this year, and will be incorporated in the upcoming L’Oréal campaign, ‘Your Best Skin Yet’, from 12 to 15 August.

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Ninell Sobiecka, Vice President, Active Cosmetics Division, APAC said, “We are pleased to partner Shopee to make our first acne diagnostics tool, the Effaclar Spotscan by La Roche-Posay, available to users across Southeast Asia. This AI-powered tool helps users make more educated skin care choices based on their own unique skin type, all in the comfort of their own homes with the Shopee app. Together with Shopee, we are committed to empowering users and making lives better with innovative technology.”

Chris Driver, Commercial General Manager, Consumer Products Division, APAC adds, “We are thrilled to partner Shopee to bring the Shopee BeautyCam by ModiFace to millions of users across the region and to reinvent the beauty industry. This technological innovation gives consumers the freedom and creativity to explore L’Oréal’s wide array of lipsticks and helps users learn more about which lipstick suits them best. All done within Shopee’s app, this provides users a convenient, effective and simple way to discover more make-up products as they make their next make-up purchase online.”

Interactive entertainment for a personalised online retail experience

Coupled with L’Oréal’s digital innovation tools, the partnership sees L’Oréal tapping into Shopee’s key interactive entertainment features such as Shopee LIVE, Shopee’s in-app live streaming feature, and Shopee Slice, a popular in-app game, to deepen engagement with consumers for a more personalised online retail experience. Through this, Shopee and L’Oréal are able to provide users higher entertainment value and benefits, as they learn more about L’Oréal’s extensive array of products, digital innovation tools, as well as make-up and skincare tips.

All L’Oréal make-up and skincare products can be found via their respective official stores on Shopee, under Shopee Mall, which offers 15-days free returns, 100% authenticity, and free shipping2.

Download the Shopee app for free on the App Store or Google Play Store.

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About Shopee

Shopee is the leading e-commerce platform in Southeast Asia and Taiwan. It is a platform tailored for the region, providing customers with an easy, secure and fast online shopping experience through strong payment and logistical support. Shopee aims to continually enhance its platform and become the region’s e-commerce destination of choice.

Shopee has a wide selection of product categories ranging from consumer electronics to home & living, health & beauty, baby & toys, fashion and fitness equipment.

Shopee, a Sea company, was first launched in Singapore in 2015, and has since expanded its reach to Malaysia, Thailand, Taiwan, Indonesia, Vietnam and the Philippines. Sea is a leader in digital entertainment, e-commerce and digital financial services across Southeast Asia. Sea’s mission is to better the lives of consumers and small businesses with technology, and is listed on the NYSE under the symbol SE. (

About L’Oréal

L’Oréal has devoted itself to beauty for over 100 years. With its unique international portfolio of 36 diverse and complementary brands, the Group generated sales amounting to 26.9 billion euros in 2018 and employs 86,000 people worldwide. As the world’s leading beauty company, L’Oréal is present across all distribution networks: mass market, department stores, pharmacies and drugstores, hair salons, travel retail, branded retail and e-commerce. Research and innovation, and a dedicated research team of 3,993 people, are at the core of L’Oréal’s strategy, working to meet beauty aspirations all over the world. L’Oréal’s sustainability commitment for 2020 “Sharing Beauty With All” sets out ambitious sustainable development objectives across the Group’s value chain.

1 Nielsen: The Future of Beauty 2018

2 Terms and conditions apply.