Sally Beauty mobilizes virtual try-on

Sally Beauty Holdings is letting customers virtually try on cosmetics via mobile app and in-store kiosk. 

The specialty beauty retailer is expanding its ColorView artificial intelligence (AI) technology to the Sally Beauty app and to kiosks in 500 Sally Beauty stores across the U.S. The implementation is part of a broader revamp of the customer experience.

The technology allows consumers to virtually try on hair color and makeup before purchase. ColorView queries the customer's preferences and goals, then matches them to recommended product categories and shades. The shopper can then virtually try on the products and selected shades through real-time AI and augmented reality (AR) hair and makeup color technology.

To provide AR overlays, ColorView uses a proprietary set of AI libraries to perform facial recognition, facial mapping and real-time biometric tracking using the customer's smartphone. When a customer tries a product using the AI technology, it is automatically added to their shopping list with options to add to cart or save for later, allowing customers to purchase multiple products to create a complete look.

The technology aggregates product recommendations from Sally Beauty's product offerings. Additional items for purchase are recommended during the consultation, including gloves, brushes or bowls. The experience will be expanded to additional stores in coming months and is already available in both the Android and Apple app stores.

"Sally Beauty customers over-index on mobile phone shopping and are hair color enthusiasts," said J.C. Johnson, group VP, digital commerce, strategy and insights. "We are excited to provide a fun experience that allows our customers to dynamically try on color before they commit to a hair transformation. They can try it, share it, buy it, save it, or start all over again, with dozens of our best products." 

Through the Sally Beauty Supply and Beauty Systems Group businesses, the company sells and distributes through 5,089 stores, including 179 franchised units, and has operations throughout the U.S., Puerto Rico, Canada, Mexico, Chile, Peru, the U.K., Ireland, Belgium, France, the Netherlands, Spain, and Germany.