Showing one of the many ways in which technology is changing the shopping experience, the Garnier brand of L’Oreal is teaming up with Google Lens to offer the ability to try on various Hair colors before buying and dyeing your hair.

Availability

This new ability to try on Hair Colors before buying them will be available at any location where you can find the relevant Garnier products. It includes Garnier Nutrisse as well as Garnier Olia. There are even 500 Walmart stores actively participating that will have displays in-store that show customers how to use this feature.

Using the Feature

This latest application of Augmented Reality is relatively straightforward for people to use to try on hair colors virtually. Start by opening Google Lens and pointing your camera at the Garnier product’s box. The application will automatically identify the product as well as the specific color.

From there, the application connects to the L’Oreal Modiface platform. This platform simulates the new hair color using an augmented reality selfie on the live selfie that users can take.

The Goal

According to the L’Oreal chief digital officer, Lubomira Rochet, the advent of virtual try-on services has encouraged people to buy more hair color and makeup products. L’Oreal wants to take advantage of this while also giving customers more confidence in their purchase choices.

L’Oreal based the expansion to its Garnier hair colors on the success of the Modiface technology with its other products. According to Rochet, the average person who uses that technology will try out over 20 lipstick shades. The idea is to encourage people to sample products as well as make sales.

Not Too New

This ability to try out hair colors is not entirely new for L’Oreal. It already used its Modiface technology to let consumers try on makeup. It also added similar augmented technology to the Color&Co website in September. Color&Co is the company’s brand for its at-home hair coloring.

Other Brands Offer Similar Services

L’Oreal is also far from the only brand that is making use of augmented reality to allow customers to try out makeup or other items. In November, Aveda introduced “Find Your Shade” on both its desktop and mobile websites. This allows clients the chance to sample shades virtually via the site before they make their appointment in the salon.

Shoppers and retailers should only expect the number of brands offering similar augmented reality technology to increase in the future.

Source:

https://www.retaildive.com/news/loreals-garnier-blends-hair-color-try-ons-with-google-lens/569546/

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