L’Oréal Professionnel launches real-time 3D hair colour try-on app

L’Oréal Professionnel has collaborated with Canada-based technology company Modiface to introduce a real-time 3D hair colour try-on service within the Style My Hair App.

Available worldwide in the near future, the new technology allows users to take a video-selfie to visualise different hair shades that are digitally imposed onto the live feed.

L’Oréal chief digital officer Lubomira Rochet said: “Style My Hair 3D is our first initiative to illustrate how L’Oréal is leading the way in the service-oriented beauty marketplace.

“These tech collaborations enable our dynamic professional brands to enhance the expertise quotient in their services, while also providing consumers with a personalised brand experience and richer engagement.”

Designed as a makeover tool in 2015 and available in 79 countries, L’Oréal’s Style My Hair App is used as a common platform for users and hairdressers.

Modiface CEO Parham Aarabi said: “Over the past ten years, we have focused on creating the most realistic AR try-on capability for the beauty industry.

“The result is a revolutionary technology based on artificial intelligence that allows us to get a high level of sophistication. This technology is now available on hair colour exclusively with L’Oréal Professionnel.”