Earlier this year L’Oréal bought the augmented reality makeup app developer ModiFace, an industry leader in AR-assisted shopping technology. As many know, ModiFace and competitors have offered “magic mirror” type services wherein consumers instantly “try on” products, brands and styles. As Business of Fashion makes clear, these “take the mental math out of studying a look on a model in an advertisement, an influencer on social media or an actress on a red carpet to imagining it on one’s own face.” And yet, the success isn’t as simple as augmenting reality. BoF notes that everything must be a realistic-enough representation of reality paired with an accurate portrayal of the makeup shade or effect—and all of this must be done quickly. Without this combination, the technology is wasted and consumers move along. Read more at BoF.