Microsoft is introducing a new AI-powered beauty feature to its Teams platform, allowing users to apply virtual makeup filters during video calls. This new feature, developed in collaboration with cosmetics giant Maybelline, aims to make people feel more confident and put their best foot forward, even on days when they may not feel their best.
The Maybelline Beauty app within Microsoft Teams offers users 12 unique looks to choose from, including various blurring effects and digital makeup color options. Each look provides a breakdown of the real-world Maybelline products and shades being replicated by the filter, allowing users to recreate the makeup on their actual faces. This virtual “try-on” experience not only enhances the appearance of video call participants but also serves as a promotional tool for Maybelline’s real-world products.
The AI technology behind these virtual makeup filters is provided by Modiface, an augmented reality company specializing in the beauty industry. Modiface’s technology has been utilized by cosmetics companies like Sephora and Estée Lauder to offer virtual makeup “try-on” experiences to customers. In 2018, Maybelline’s parent company, L’Oreal, acquired Modiface to further capitalize on the rising popularity of virtual makeup experiences.
To ensure inclusivity and diversity, the virtual makeup looks in the Teams app were developed in collaboration with the Geena Davis Institute. The nonprofit organization focuses on improving representation within media and aims to create virtual makeup looks suitable for a “broad and diverse population.”
Trisha Ayyagari, the global brand president of Maybelline New York, expressed the importance of feeling good about oneself, whether working in-person or virtually. Ayyagari emphasized that the partnership with Microsoft Teams enables users to easily apply makeup with just a click, even on their busiest days.
The new virtual makeup feature is available to global Microsoft Teams Enterprise customers starting today. Users can access the virtual makeup offerings under the “Video Effects” tab within the Teams meeting settings. However, it is yet to be confirmed if the filters will also be available to users on the free Microsoft Teams tier.
Incorporating beauty filters into professional communication apps may seem unusual, primarily associated with social media platforms. However, there are concerns regarding the potential harm caused by filters that manipulate and create unrealistic beauty standards. Research suggests that these filters can negatively impact mental health and body image. While earlier AR/AI filters became distorted when the user’s face was obstructed, recent advancements, like TikTok’s “Bold Glamour” effect, are much harder to detect.
Despite these concerns, the desire to use beauty filters in work-related applications remains strong. Other video conferencing platforms, such as Zoom, already offer limited beauty effects like eyebrow and lipstick filters. The Maybelline Beauty app in Teams provides users with more options and customization, making it more tempting to experiment and enhance their appearance during video calls.
In conclusion, Microsoft’s introduction of AI-powered beauty filters within Teams aims to enhance users’ confidence and appearance during video calls. The collaboration with Maybelline and Modiface brings virtual makeup experiences to the corporate workplace, allowing users to explore different looks and promote real-world products. While concerns about the impact of beauty filters on mental health persist, the demand for these features in work-related applications remains strong.
