Henkel’s Choicify offers personalized hair color consultations

Henkel is entering the artificial intelligence and augmented reality space with a brand new tool.

Choicify is the company’s new online hair consultancy platform that will feature its hair color brands, including Schwarzkopf, Simply Color, Color Ultime, Keratin Color and göt2b.

Available within the online user experience at both Walmart and Amazon, the tool uses artificial intelligence and augmented reality to offer users personalized hair color consultations via sampling the different color shades virtually before purchasing.

“We’re pleased to launch this innovative, consumer-focused online solution, particularly during a time when many consumers are choosing to shop and color their hair from home,” David DiBernardino, senior vice president of sales at Henkel Beauty North America said. “This new tool is a win-win. It provides an opportunity to enhance the online experience for consumers, while accelerating our digital acceleration efforts.”

Accessible through a smartphone or computer camera, users are also able to view hair color selections via a personal photo or on the provided model’s photo, as well answer a series of short questions to aid in choosing a product that meets their unique needs, the company said.