L’Oréal Professionnel is the first brand in the Professional Beauty market to deploy an exclusive technology enabling real-time 3D hair color testing via its “Style My Hair” app. This technology, which will be rolled out in L’Oréal Professionnel hair salons in 2018, was developed in partnership with Modiface, the leader in Augmented Reality in the beauty industry. This new 3D technology based on Artificial Intelligence, is already available for download on the App Store and will soon be launched on Android Stores. This is a major turning point for L’Oréal Professionnel. This technology offers a totally innovative experience for consumers, giving them access to an inspiring collection of trendy looks, as well as a new, modern experience in the hairdressing salon.
ARTIFICIAL INTELLIGENCE, THE KEY TO PERFECT 3D HAIR RESULTS
As a leader in the Professional Beauty market, the challenge was to offer a real-time experience that was as realistic as possible. After 10 years of work on 3D hair and face simulation, Modiface has successfully met the challenge of understanding hair structure and shape. With this cutting-edge technology, hair strands are now easy to detect and delineate, enabling real-time video strand-by-strand detection for all hair types and textures. Modiface has tried different approaches with an extensive learning process to produce the best results. This method includes a deep neural network to detect hair shape and texture, coupled with a shallower network to define contours. Modiface manually annotated 220,000 facial images to “train” the neural network, thus starting a machine learning process.
This new version of the application is already available for download from the App Store, and will soon be launched on Android Stores.
STYLE MY HAIR, A GAME CHANGER TO TRANSFORM THE SALON EXPERIENCE
Augmented Reality is a real game changer for the Professional Beauty market. This new technology will transform the way salon diagnostics are apprehended and experienced, offering a whole new experience and enabling the hairdresser and her customers to better understand each other; Customers will be reassured and will more easily take the step of coloring in the salon. L’Oréal Professionnel will deploy this innovation in its hair salons in 2018 to modernize the retail experience and offer a unique, personalized service to consumers. “Artificial Intelligence is a great opportunity for L’Oréal Professionnel because this new technology allows us to take personalization a step further. Style My Hair now offers each user an ultra-realistic hair result in real time, enabling us to transform color diagnosis in our hair salons. This new technology will help create a unique and integrated brand experience, both online and offline. “Marion Brunet, International Managing Director, L’Oréal Professionnel “With 3D, Style My Hair reaches new heights! This new technology will really change the way we interact with our customers, allowing them to test all the colors they want and identify the ones best suited to their skin tone. For customers, it will enable them to project themselves more realistically into their desired hair color, and for hairdressers, it represents a real tool for improving diagnosis prior to coloring. “- Matthew Collins, Hair Artist L’Oréal Professionnel In 2018, the Style My Hair app is taking the transformation of the salon experience a step further by launching a 100% Service-oriented platform that will integrate key new features, including digital highlights for a new generation of color diagnosis, as well as new projects based on Artificial Intelligence to better know its consumers and thus offer ultra-personalized service in the salon.
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