L'Oréal Paris has launched a new virtual try-on tool, and it's sure to exite online shoppers.

The "Try On" augmented reality tool allows shoppers to virtually try on hundreds of beauty products, with a few clicks -- right on L'Oreal's website, without needing to go to an app. 

Powered by ModiFace, the "Try On" tool provides consumers with an innovative way to experience more than 300 of the brand's Blush, Eyeshadow, Eyeliner, Lipstick, Lip Liner and Colorista Semi-Permanent Hair Color shades directly on the site.

The virtual tryout interface features photo-realistic color simulation -- and allows consumers to virtually try-on products in real-time. Leveraging ModiFace's patented facial recognition and augmented reality product simulation technology, it is designed to revolutionize the way people discover, interact and shop.

Anne Marie Nelson-Bogle, SVP Marketing at L'Oréal Paris, says, "Our consumers are at the heart of all our innovations. We continually strive to create bespoke experiences that add value for them in new ways. With this launch, we are excited to transform the way people can experience beauty with a new tool that offers a convenient, instant and personalized way to test L'Oréal Paris products."

The tool is available on desktop web browsers, as well as mobile. It is currently available across hundreds of L'Oréal Paris makeup shades, all Colorista Semi Permanent Hair Color shades and will soon be available for Feria Hair Color.

This launch marks one of the first platform innovations stemming from L'Oréal USA's acquisition of ModiFace in March 2018 and the first-time ModiFace technology has been used across multiple categories by a single brand. It is also ModiFace's first desktop Hair Color technology.