Clairol introduces MyShade app for easy hair colour selection

Hair colour products provider Clairol has introduced MyShade, which aims to make the hair colour selection process easier for users by allowing them a virtual try on of any shade before making a purchase.

Clairol's new application is available for iOS and Android devices and provides users with an opportunity to scan any permanent at-home hair colouring product to digitally try it on and match it to the closest Clairol shade.

MyShade utilises the patented hair colouration and shade matching technology by an augmented reality technology provider, ModiFace.

This technology depicts the hair colour line and starting hair colour from the user’s photo.

This feature offers a realistic and accurate result thorugh MyShade by identifying the texture and colour of a user’s hair, including highlights and lowlights.

The MyShade app also includes a hair advisor, which helps select suitable hair colour products personalised for each user's needs determined via a series of questions. The technology behind this advisor utilises an artificially intelligent hair recommendation engine, which can understand and personalise shade selection.

Clairol's global and US marketing vice-president Heather Carruthers said: “The pioneer in hair color, Clairol brought hair color to the US and made it available at retail back in the ‘50’s.

"We’re using the technology of 2016 to make the deep knowledge of our Clairol color experts accessible to everyone. Choosing the right shade is the vital first step for at-home color success, and it’s the most challenging step for most.

"This is the ultimate tool for consumers to color with confidence because it puts the expertise of our Clairol colorists in the palm of your hand with personalised product recommendations.”  

ModiFace's chief executive officer Parham Aarabi said: “Clairol’s MyShade app is a vital tool for anyone who has ever considered coloring their hair because it offers photo-realistic color results that lets consumers try a new color before they commit.

"We’re thrilled to bring this technology to the hair color category because it takes into account many variables that can impact real-life results. This is the perfect union of augmented reality try-on and AI-based recommendations that can provide a very beneficial digital tool for consumers.”