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  • Anthony Doutte

Mirror, mirror on the Jumia App, is this lipstick the best shade for me?

Purchasing cosmetics online can be challenging. Imagine your wedding is in two weeks. Your sister promised to buy the makeup for your big day… but when it arrives, none of the products are what you had imagined; the shades don’t complement your complexion and the eyeshadow doesn’t match your jewelry as you had planned. What would you do?

After many focus groups with consumers, and thanks to our partnership with L'Óreal, Jumia now offers an easy and more convenient way to solve these problems.

The L'Óreal-Modiface Virtual Try-On Makeup on the Jumia app gives consumers the opportunity to try on makeup in real-time, on their smartphones, leveraging augmented reality (AR) technology. This feature offers the consumer both a video mode and a photo upload option, allowing users to choose the makeup products and shades they like best.

The partnership makes Jumia the first e-commerce platform in Africa to use Augmented Reality (AR) to make the shopping experience exciting and fun for consumers.

Users say the experience is so seamless, it is almost as if you are actually testing samples in a store, with the added advantage of experimenting in the comfort of your home, office, or wherever your smartphone is.

Once a user has settled on a product, purchasing it is easy with the click of a button.


By following the simple steps, consumers can choose from a range of about 2,500 L'Óreal beauty products, including foundation, eyeliner, hair color, nail polish, and lipstick.


Why you should try it today

The beauty of L'Óreal-Modiface Virtual Try-On Makeup is the freedom to try out new makeup at your own time and place before buying it. There are no privacy concerns as the system does not store any consumer data.


The service also leverages the talents of a dedicated team of beauticians, who can help users decide on the best products to fit the “look” they desire.


We launched the L'Óreal-Modiface Virtual Try-On Makeup option on the Jumia app in November 2020. Since then, most consumers in Egypt and Morocco have used the technology, and a majority of them preferred the live option. Most of the consumers actually tried it through the Jumia app on their smartphones.


Across Africa, two product ranges have emerged as clear favorites; the Maybelline New York Fit Me Matte And Poreless Foundation, and the Maybelline New York Superstay Matte Ink Liquid Lipstick. ***************


Anthony Doutte Product Owner - Front End

Anthony Doutte joined Jumia in 2012. He started as a graphic designer for Jumia Morocco, then moved to Onsite and campaign management in Egypt. He is now a Product Owner. Anthony enjoys developing features that enhance users’ experience on Jumia and is naturally a self-starter, driven and has a keen interest in design and new technologies.

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