Try out the new iClone 7 for FREE: https://www.reallusion.com/iclone/download.html
Learn more how iClone can create 3D characters and animations here: http://www.reallusion.com/iclone/default.html
Watch more: http://www.reallusion.com/iclone/iclone_feature_material.aspx
Previously in iClone, all 3D models had their own set of materials which presented a pretty basic look. Now with Substance technology from Allegorithmic, you have the power to alter the material look and style, making existing materials look more natural and realistic. Aside from that, you can also create animated effects using the Substance library as well.