L’ORÉAL PROFESSIONNEL INTEGRATES 3D REAL TIME HAIR COLOR TRY-ON BASED ON ARTIFICIAL INTELLIGENCE ON ITS “STYLE MY HAIR” APP

Paris, January the 11th - L’Oréal Professional is the first brand in the professional haircare industry to scale pioneering 3D real-time haircolor try-on service both on its “Style My Hair” app and in salons. This Augmented Reality makeover technology has been released in partnership with the leading beauty AR company Modiface, based in Toronto. 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 landmark realization in the L’Oréal Professionnel’s journey to offer the best and most innovative consumer experience, giving them access to an amazing collection of inspiring and trendy looks and to a modernized retail experience in hair salons.

ARTIFICIAL INTELLIGENCE, THE KEY TO GET THE PERFECT 3D HAIR RESULT
As a leading professional beauty brand, the challenge was to offer the most qualitative try-on experience with the most realistic results. Working on 3D hair and face simulation for 10 years, Modiface has taken up the key challenge of hair structure and shape definition, which was so far not possible. With this cutting-edge technology, hair strands can be now easy to find and track, performing a strand-by-strand hair detection, per frame, in live video, for any hair type and structure. Modiface has tried a number of approaches, with a mixed-type deep learning model providing the best results. This method includes deep neural networks for detecting shape and structure, and shallower networks for getting the edges. Modiface manually annotated a total of 220 000 facial images to train the neural network, and thus started the machine learning process.

“Over the past 10 years, we have focused on creating the most realistic AR try-on capability for the beauty industry. The result is a revolutionary technology based on Artificial intelligence that allows us to get a high level of sophistication. This technology is now available on haircolor in exclusivity with L’Oréal Professionnel.” – Parham Aarabi, MODIFACE CEO

“At L'Oréal, our global vision for digital is powered by the right mix of emerging technology integrations, including augmented reality and artificial intelligence. Style My Hair 3D is our first initiative to illustrate how L'Oréal is leading the way for a service oriented beauty marketplace. Our Group has recently created an open innovation pipeline to co-create digital services with industry leaders. These type of tech collaborations enable our dynamic professional brands to enhance the expertise quotient in their services, while also providing consumers with a personalized brand experience and richer engagement” – Lubomira Rochet, L’Oréal Chief Digital Officer

STYLE MY HAIR, A REAL GAME CHANGER TO TRANFORM THE O2O EXPERIENCE
Augmented Reality makeover experience is a real game changer in professional beauty industry. This service will clearly facilitate the diagnostic and fuel a deep conversation between hairdressers and consumers who feel much more reassured to take the leap for haircolor. L’Oréal Professionnel is deploying this innovation not only on mobile but also in its hair salons to modernize the retail experience, and offer a unique and personalized service proposition.
“Artificial Intelligence on haircolor is a great opportunity for L’Oréal Professionnel since it allows us to go one-step further into personalization. Style My Hair now provides every user with very realistic results, in real-time, at home or directly in salons. This new AR technology will definitely contribute to offer an outstanding and seamless online as well as offline experience.” – Marion Brunet, L’Oréal Professionnel International General Manager.
In 2018, the Style My Hair app will break new ground with a 100% service platform integrating new key features: Digital Swatches for a new generation haircolor diagnosis, Chatbot to go one-step further on Artificial Intelligence and Online Booking to maximize hairdressers business.

ABOUT STYLE MY HAIR APP
Created in 2015, Style My Hair is a mobile application available in 79 countries, with more than 2.3 million organic downloads. Initially designed as a makeover tool, this mobile application is today a strong intermediation platform between consumers and hairdressers and a service-oriented application with user data at center stage.

ABOUT L’OREAL PROFESSIONNEL
L’Oréal Professionnel is a worldwide premium salon-exclusive brand. Its sense of purpose “pioneering hair artistry that empowers you to master and stand out” embodies three core values: Pioneering spirit, Professional Hair Artistry and Frenchness. Present in about 70 countries, L’Oréal Professionnel represents today 300 000 salons. L’Oréal Professionnel co-develops products and services for hairdressers and with hairdressers.

ABOUT MODIFACE
Modiface is a Canadian-based tech company composed of scientists, engineers and innovators, with more than 200 scientific publications and more than 30 patents.

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