L’Oréal-owned brand Garnier has teamed up with firm augmented reality (AR) Modiface to bring its new personalised hair colour app to the market.
Modiface, which was acquired by the the beauty heavyweight last year, specialises in creating AR tech for beauty brands.
The company has formerly partnered with Facebook, MAC Cosmetics and Estée Lauder to bring AR solutions to its customers.
This new partnership with Garnier, the Virtual Shade Selector, provides consumers with realistic hair colour application, creating a pre-shopping tool before purchasing a new colour.
It also offers customers information about its ranges including Nutrisse, Olia and Color Sensation.
Commenting on the launch Garnier Consulting Celebrity Hair Colourist, Nikki Lee, said: “Women in my chair often ask me how they can find the best hair colour to suit their personality and skin tone.
“Now they can find their perfect hair colour with ease if they’re not able to visit a salon, just by using the Shade Selector tool.”
She continued: “This is going to give them more power to make the right decision when colouring at home.”
The technology has launched across 37 locations at select retailers in 2019.
