L'Oréal Professionnel, ModiFace launch hairstyling app

After paving the way with makeup tutorials for various brands, such as MAC and Bobbi Brown, ModiFace is partnering with L'Oréal Professionnel to bring augmented reality to the digital hair space.

Together the two brands have announced the launch of Style My Hair, an app that allows users to try on various shades of hair colors, such as blonde, brunette and purple to see what it would look like in real time.

"Style My Hair 3D is our first initiative to illustrate how L'Oréal is leading the way in the service-oriented beauty marketplace. These 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," L'Oréal chief digital officer Lubomira Rochet said.

With the help of augmented reality, the app is able to detect a user’s hair strand by strand without having to focus on the face. After the hair is captured, an instant transformation to any hair color can be seen, the New York City-based company said.

"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 hair color exclusively with L'Oréal Professionnel," ModiFace CEO Parham Aarabi said.

The Style My Hair app is currently available for iOS devices and will be launching soon for Android.