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L'Oreal has acquired augmented reality firm ModiFace, which launched in 2001 and has worked with L'Oreal and other brands, including Covergirl and retailers Ulta and Sephora, to create apps and in-store tech. "Beauty is all about the visual impression of products, and AR fits this field perfectly with the ability to preview looks, products and shades," said ModiFace CEO Parham Aarabi.

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