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L’Oreal Professional’s New Tech Innovations
For the new generation of consumers who wish you could ‘try on’ a new hair color before making a commitment, L’Oréal Professional is deploying unique technologies to help you to find your perfect color match in real time before spending both your time and money. Baffled? The beauty giant has collaborated with Snapchat and Walmart to bring you a virtual hair color try-on and augmented reality shopping that’s as simple as scanning a QR code! Let’s explore this breakthrough technology in detail.
Building on this innovation, L’Oréal SA has been expanding its use of augmented reality and artificial intelligence. Focusing on evolving into a Beauty Tech powerhouse with continuous innovations and breakthroughs, it was the first brand in the professional haircare industry to scale pioneering 3D real-time haircolor try-on service both on its ‘Style My Hair’ app and in salons. L’Oréal Professionnel also deployed this innovation on both mobile and in hair salons to enhance the retail experience and offer a unique, personalized service to consumers that allows them to ‘try on’ hair colors before committing to a choice.
Image Source: www.loreal.com
“At L’Oréal, our global vision for digital is powered by the right mix of emerging technology integrations, including augmented reality and artificial intelligence. Style My Hair 3D is our first initiative to illustrate how L’Oréal is leading the way for a service oriented beauty marketplace,” explains Lubomira Rochet, L’Oréal Chief Digital Officer, on the brand’s official website. “Our Group has recently created an open innovation pipeline to co-create digital services with industry leaders. These type of 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.”
Turning once again to augmented reality and artificial intelligence to further boost sales, L’Oréal has collaborated with Snapchat and retail giant Walmart to bring its virtual try-on for hair colour to store shelves across the US. It’s a powerhouse collaboration. Snapchat is hugely popular for its AR filters and Walmart’s network of stores makes it the perfect place to roll out this technology. Per Retail TouchPoints, ‘At Walmart stores nationwide, Féria hair dye boxes have been equipped with QR codes that shoppers can scan to try the colors on via AR on Snapchat. The experience leverages some of Snapchat’s most advanced augmented reality technology, allowing shoppers to see themselves in 15 different hair colors with a few taps on their phone.’
With a strong commitment to keeping the consumer at the center of its innovation efforts, with this service L’Oréal aspires to elevate its customer experience by guiding them to find the right color in a ‘snap’. Overall, the the app offers a user-friendly experience that takes the guesswork out of hair color. Simply find the QR code on Feria hair dye boxes, open the Snapchat app and access the AR filter and virtually try on different hair colors in real-time. Today, Loreal’s range of services has been scaled and is now available for the brand’s entire product portfolio from skincare and makeup to hair color. Because you’re worth it.
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Jasmeen Dugal
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country's advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
