Leading augmented reality (AR) beauty app YouCam MakeUp has joined forces with US haircare brand John Paul Mitchell Systems (JPMS) on a hair-colouring app. Users will be able to change their hair colour virtually via the platform – which then directs them to salons to experience the real thing.

Users can choose 32 hues from the JPMS hair colour collections. Deploying smart mapping technology, the app then applies full head colours, shades and highlights onto photos in real time. It was developed by US technologists PerfectCorp, which is known for its AR make-up filters that enable users to overlay beauty looks onto uploaded selfies in real time.

Besides the fun factor, it also offers a valuable tool to salon colourists – allowing them to easily reassure customers pre-treatment with accurate, highly personalised makeover simulations. Additionally, a consultation icon is built into the app, providing ‘how to’ notes for stylists, and a link to the nearest salon offering colour services in order to book an appointment (see also The Streamlined Sell).

YouCam is currently the world’s leading AR beauty app, boasting one billion try-on sessions per month and 30 million photo uploads daily, generated almost exclusively by an audience of 18- to 34-year-olds (92%). It’s YouCam’s first foray into hair colour trialling, and Paul Mitchell’s AR debut. For more, see also ModiFace and Rimmel: Cosmetic AR App.

In addition, see Rethinking Beauty: Digital, Teen-Targeted Beauty: Retail and Bespoke Beauty: New Retail Strategy.