Article

Makeovers go virtual

ModiFace debuts technology to provide retailers with makeover kiosks.

September 29, 2011

New technology now allows shoppers to skip fitting rooms and cosmetics counters, and instead virtually see how they look in specific outfits and make-up via in-store kiosks, mobile phones or tablets.

Although other companies have previously launched kiosks that specifically target hair color or makeup application, ModiFace is the first to offer head-to-toe virtual makeovers, according to Dr. Parham Aarabi, CEO of ModiFace.

He demonstrated his patent-pending technology Sept. 12-14 at DEMO, a technology conference in Santa Clara, Calif.

How it works

The kiosk takes a photo of the user and within five seconds begins the makeover. Users then sift through the store's product inventory choosing different products or outfits to try on their "virtual" bodies.

The system detects the contours of the body in the photo and aligns each piece of clothing, making it look realistic, said Aarabi in his presentation.

"It has to look so real that if you shared the result on Facebook, your friends would have a hard time to know that it's a virtual makeover," he said.

The Duane Reade drug store on Wall Street in New York launched its ModiFace kiosk in July, and although data about whether the kiosk has helped to contribute to sales is not yet available, Aarabi said he's hearing positive reactions from customers.

"People love our kiosk, especially the automatic facial recognition, and the ability to explore and play with products," said Aarabi, who created the technology after more than 12 years of conducting facial recognition research at Stanford University.

Mobile/tablet options

The platform is also available on mobile phones or tablets. In fact, the software's mobile applications have already been downloaded more than 5 million times. The company has created apps for Stila Cosmetics, Allergan, StriVectin, Hearst Magazines, Fusion Beauty, Condé Nast, Proactiv, Clairol and Garnier.

Just as the kiosk snaps a user's photo, the camera in a mobile phone or tablet, can do the same. Or, the user may choose to use a saved photo already on the device or on Facebook. After the photo is taken, the user can see herself in a variety of ways, from looking 20 pounds thinner or having thicker hair to having freshly painted nails or wearing a new dress. She can even see how she'll look with Botox.

The cost

Retailers wanting to roll out kiosks pay to have a software license and also purchase a Dell kiosk unit in the $4,000 to $5,000-per-year range for the full-sized computer or a one-time $500 fee-per-unit
for iPad/tablet solutions.

A benefit to retailers

ModiFace's HTML-based technology supports the usage of QR codes in print magazines, advertisements and in-store displays to allow any dress that exists within a ModiFace dress simulation tool to be tried virtually with a QR-code snap. This will translate to more sales, Aarabi said.

"The ideal virtual makeover experience is to quickly try on a dress that you see in a magazine, or in a store, and to instantly see yourself in the latest cosmetics that are promoted in a beauty store," Aarabi said. "Until now, only certain makeover possibilities and technology options have existed, but we are now providing the complete head-to-toe — web, tablet, kiosk, mobile — makeover experience to consumers and partners."

Click hereto see photos of ModiFace.

Read more about customer experience kiosks.