Aveda rolls out virtual hair color testing, with Perfect Corp

Aveda is investing in augmented reality to offer customers the chance to test out different hair colors virtually.

The plant-based haircare brand has enlisted the help of the augmented reality (AR) giant Perfect Corp, which owns the virtual beauty app YouCam Makeup, to roll out a true-to-life artificial intelligence (AI) and AR hair color try-on experience.

The concept, which is available across mobile and web e-commerce channels, lets users virtually try out 90 shades of hair dye across the Aveda shade range, including an exclusive ‘Color Melt' ombre effect that is available for 30 additional shades. Using base hair color and lighting conditions, the technology offers results that Perfect Corp claims "seamlessly matches the results from an in-salon coloring."

"At Aveda we pride ourselves on our customers' ability to create the look and color they desire with our extensive range of shades," said Barbara DeLaere, SVP Global GM at Aveda, in a statement. "This technology and virtual try-on experience is a perfect way for our customers to get a feel for a style before committing to it in the salon chair, and we are excited to partner with Perfect Corp. and YouCam to make this experience that much easier and enjoyable for all."

Aveda is not the only haircare brand using AR technology to improve the hair coloring experience. This year, Garnier and Modiface unveiled a ‘Virtual Shade Selector' tool that uses personalized technology to recommend different shades to consumers in just one minute and can be used both in-store or online, via smartphone or computer, while 2018 saw Clairol launch a Google Assistant tool for Google Home designed to guide consumers through the at-home coloring process.