Garnier unveils Shade Selector by ModiFace

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Garnier unveils Shade Selector by ModiFace

Garnier is expanding the way in which consumers can select the right hair color for them.

The beauty brand unveiled a new Virtual Shade Selector tool with ModiFace that is grounded in consumer research.

Shade Selector looks to assist shoppers in finding their best hair color match by using personalized technology, and also provides a realistic hair color application in 60-seconds both online and in-stores, the company said.

"Women in my chair often ask me how they can find the best hair color to suit their personality and skin tone," Garnier's consulting celebrity hair colorist, Nikki Lee said. "Now they can find their perfect hair color with ease if they're not able to visit a salon, just by using the Shade Selector tool. This is going to give them more power to make the right decision when coloring at home."

In addition, the display screens at-shelf will aim to help shoppers all about and test various Garnier hair color options including Nutrisse, Olia and Color Sensation. Shoppers will be prompted to take a one-minute diagnostic test and with help of ModiFace’s technology, virtually try-on any hair color.

To ensure accurate recommendations are given, the tool takes each user’s current hair color, level of gray and desired end look into account, the company said.

Garnier ambassador and actress Mandy Moore was on hand to test the tool, which helped her prepare for her next hair color change.

"The Shade Selector tool is fun and easy to use," Moore said. "I'm having the best time seeing how all of the Garnier hair colors look on me — I can go from brunette to blonde with just a simple click, it takes the guesswork out. I can trial while I'm on-the-go, at a shoot, or at home to find the shade that's perfect for me."

The Virtual Shade Selector with ModiFace technology will launch at 37 locations and select retailers throughout the year. Walmart will pilot the program at 10 locations throughout February. Beginning in March, five Wakefern and 12 Meijer locations will launch the tool, and 10 Walgreens locations will also pilot the program in June.