Based on face-tracking and 3D technology, the Facebook Camera Effect adds an interactive filter to a phone’s camera, allowing users to take pictures or live videos with a themed overlay. The first L’Oréal Camera Effect lens will launch in October 2017 with L’Oréal Paris and Baxter of California brands. With the Baxter of California lense, consumers will be able to create a video of themselves experiencing a virtual shaving in a Californian barber shop environment, while the L’Oréal Paris lense creates a playful and immersive environment and transports users to a paradise scenario, in reference to the brand’s new Paradise mascara.
“The Facebook Camera Effect technology creates great opportunities to interact with our consumers and make them discover our brands’ universe in a fun and effortless way. It’s another way to enhance their digital beauty journey and develop stronger relationships between our consumers and our brands,” said Lubomira Rochet, Chief Digital Officer of L’Oreal.
“We’re grateful to have L’Oréal as an early adopter of Facebook’s Camera Effects Platform to explore how brands can build engaging experiences organically for the 2 billion people on the platform. These camera effects are innovative, immersive experiences that showcases the opportunity for people, publishers and brands to create AR experiences for Facebook,” said Chris Jones, Product Lead at Facebook Creative Shop.