L’Oréal’s Garnier blends hair color try-ons with Google Lens

Brief:

L'Oréal last week broadened its use of augmented reality (AR) and artificial intelligence (AI) technologies by letting shoppers virtually try on hair coloring from its Garnier brand. Shoppers who use the Google Lens image-recognition app can use their smartphone camera to see hair color shades from Garnier Nutrisse and Garnier Olia, per an announcement shared with sister publication Mobile Marketer.
To activate the AR features, Google Lens users must point the smartphone camera at boxes of Garnier products in stores. The app will identify the product and color before connecting with L'Oréal's Modiface platform that simulates the hair color in an AR overlay on a live selfie.
The feature is available anywhere Garnier sells the products, and 500 participating Walmart locations will have in-store displays to demonstrate how to use the virtual try-on service, The Wall Street Journal reported.

Insight:

Garnier's collaboration with Google Lens for virtual try-ons marks another stage for L'Oréal's use of AR and AI technologies since acquiring Modiface almost two years ago. L'Oréal can bring its packaging to life in stores through a mobile device, to help shoppers determine which hair coloring looks best before making a purchase and possibly reducing the likelihood they'll be dissatisfied with the product's outcome.

By including in-store displays at Walmart, L'Oréal aims to boost adoption of the technology among consumers who may not understand how image-recognition, AI and AR can work together to provide an elevated user experience. In a similar effort, AR entertainment app Mardles added characters from Disney/Pixar's "Toy Story 4" film to its mobile lineup to bring to life children's party products sold at Walmart.

The Garnier campaign is another sign that L'Oréal's acquisition of Modiface is reaping rewards for the beauty company. Virtual try-on services have urged consumers to buy more makeup and hair color products, Lubomira Rochet, L'Oréal's chief digital officer, told The Wall Street Journal. Customers who use its Modiface technology try on more than 20 shades of lipstick on average, Rochet said, an indication that L'Oréal is engaging consumers with an immersive brand experience that helps to drive product sampling and sales. Color&Co, L'Oréal's brand for at-home hair coloring, added similar AR technology from Modiface to its website in September.

Garnier is among the hair-coloring brands that have integrated AR technology into product demonstrations. Aveda last month introduced a similar "Find Your Shade" service on its mobile and desktop websites, letting customers virtually sample shades before booking a salon appointment.