THE WHAT? Beauty tech provider Perfect Corp has teamed up with Henkel’s DTC hair color brand Better Natured to offer a virtual try-on experience.

THE DETAILS The tool uses the YouCam Makeup app parent company’s AI technology, allowing users to take a professional hair color quiz before trying on recommended shades in real time, using any device with a camera. 

Consumers can also browse the brand’s 26 hair shades.

THE WHY? With many salons having remained close across the globe due to ongoing lockdown measures, virtual try-on tools are becoming increasingly popular amongst brands. 

Michelle Ryan, Head of Marketing for Better Natured, said, “Consumers can also customize their shade live on the site with a personalization tool that enables them to mix shades themselves, making it lighter, darker or adding an additional tone for a truly personalized formula. These innovative tools take the guesswork out of finding the right product before making a purchase, and put the power of choice and creativity directly in the hands of the consumer.”