Hearst Digital Media Launches New Beauty Makeover Tool on RealBeauty.com
Hearst Magazines Digital Media and ModiFace Inc. today announced the launch of a new beauty makeover tool on RealBeauty.com that allows users to upload photographs to instantly see how they would look with new hairstyles, hair colors and cosmetics. In future phases, the application will allow users to visualize anti-aging and simulate weight loss. The makeover tool will be available in the coming months on the Web sites for Seventeen, Marie Claire, Good Housekeeping, Redbook and Harpers Bazaar, while an iPhone application is expected in the coming months as well.
“We chose ModiFace as our partner in part because they conducted extensive scientific research while developing their beauty makeover tool and we believe that research really paid off. No other tool on the market automatically calibrates the positioning of the face once a photo has been uploaded. The ModiFace tool does this with a level of sophistication and visualization that is not available in other applications,” said Chuck Cordray, senior vice president and general manager, Hearst Magazines Digital Media. “ModiFace has also made it simple for us to monetize the tool through the integration of advertising and sponsorship opportunities.”
Once the photos are uploaded, the technology—using patented algorithms—detects the face, lips, eyes and nose and automatically selects regions on which to apply makeup. These algorithms are based on nearly a decade of research at Stanford University and the University of Toronto. Once the facial features are detected, the tool selectively applies makeup or other effects to the face and shows the user her before and after photos. Users can then e-mail the result to friends or family, print a list of products used on the face, or share their results on Facebook or Twitter.