Aveda lets consumers 'try on' hair colours before committing

The new AI-powered app will allow users to try on more than 90 hair shades offered by Aveda

Professional hair care brand Aveda has teamed up with beauty tech provider Perfect Corp on its debut AI and AR try-on app.

The technology allows app users to virtually try-on more than 90 hair colours across Aveda’s shade range, including its newest extension of bright Vivids.

According to the brand, the YouCam technology takes into account the user’s base hair colour and lighting conditions to deliver an accurate image.

“We are excited to partner with the leading hair care brand Aveda to integrate YouCam’s hyper realistic AI and AR hair colour try-on technology into their consumers shopping experience,” said Perfect Corp’s founder and CEO Alice Chang.

“The true-to-life hair colour try-on showcases Aveda’s complete colour range, including the advanced ombre gradient effects, creating a virtual hair colour try-on experience that rivals one in the salon chair.”

Barabara DeLaere, SVP Global General Manager at Aveda, added: “This technology and virtual try-on experience is a perfect way for our customers to get a feel for a style before committing to it in the salon chair, and we are excited to partner with Perfect Corp and YouCam to make this experience that much easier and enjoyable for all.”

Aveda is one of many beauty brands that have adopted Perfect Corp’s technology.

Hair colour brands Wella Professionals and Madison Reed have launched similar concepts, while L’Oréal offers its Style My Hair app for users to virtually try on new hairstyles.