L'Oréal has launched a new augmented reality app in partnership with Modiface to allow users to try on a new hair color in real time through an instant 3D simulation.
The app, called Style My Hair, offers a live mode which allows consumers to try on blonde, brunette, copper, or purple to visualize what a new color would look like in real time. Lubomira Rochet, L'Oréal Chief Digital Officer, called the app the next step in L'Oréal's service-oriented customer experience model.
Rochet said, "These tech collaborations enable our dynamic professional brands to enhance the expertise quotient in their services, while also providing consumers with a personalized brand experience and richer engagement."
The app offers accurate visuals by detecting the user's hair strand by strand. All artificial intelligence through the app is focused on creating an accurate fully dimensional hair color look.
The L'Oréal app is expected to transform in-salon consultations for clients who are consulting with their colorists, as customers can get a true visualization of what their color would look like before committing to the process.
Parham Aarabi, Modiface CEO, said the Canadian company has been developing its artificial intelligence and AR for beauty for the past decade. Style My Hair was created in 2015 and was originally designed as a makeover tool. It boasts over 2.3 million organic downloads and is now being positioned for use between hairdressers and clients.
L'Oréal Professionnel's Style My Hair app is available in the App Store for download. An Android version is in development and is expected to launch soon.
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