Hair colour brand Madison Reed has announced the release of its new virtual try-on service for its customers.
The new service, powered by artificial intelligence company Perfect Corp, allows customers to try on more than 40 hair colours from the brand through its website.
Consumers can achieve this by either uploading a selfie or using their live camera.
The tool uses a split screen, which allows customers to compare their current hair colour with shades from Madison Reed’s portfolio.
CEO and founder of the brand, Amy Errett, said: “Our goal is to eliminate any fear factor and enable people to choose a new hair colour with the confidence of having already witnessed the end result.”
Meanwhile, Perfect Corp’s CEO Alice Change added: “Our continued deep learning technology has helped capture the unique movement and dimension of individual hair strands in order to display the most true-to-life, virtual hair colour try-on.
“Madison Reed is the first to integrate this unique, live hair colour feature into its website shopping experience and we are proud to have made that possible.”
The tool can be accessed via madison-reed.com, clicking Try Your Perfect Shade and taking the quiz.