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AI Technology is transforming the beauty industry, and it is driving major innovation in the hair space. Through the power of AI technology, consumers can access hairstyling and hair color inspiration in seconds simply by uploading a photo.
With AI tech, consumers can visualize specific hairstyles and haircolors before committing to a look. This drives consumer purchasing confidence, engagement, and brand loyalty.
TRESemmé, a leading hairstyling and haircare brand, has created a cutting-edge AI tool, empowering consumers to try on salon-worthy styles at home through the power of AI technology. Read on to learn more about this leading digital experience and the ways the brand is harnessing the power of AI to create an immersive shopping journey.
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Driving Hairstyling Inspiration and Education with AI-Powered Technology
A major turning point in beauty tech has been connecting the various channels consumers use to a brand’s shopping experience. In particular, influencer marketing has transformed how customers discover products, and brands have been on a quest to tap that resource and turn it into discovery, engagement and conversions.
According to Alandra Maka, Senior Lead for Consumer Engagement and Beauty Tech at Unilever and TRESemmé, one of the biggest benefits in the application of AR and AI beauty tech in the hair industry is giving customers practical applications for the inspiration they find in influencer marketing.
One major issue consumers have is seeing something they like — a hair style or makeup technique on TikTok or Instagram — and feeling intimidated to try it themselves due to a lack of understanding in execution or a lack of knowledge of what products are needed to achieve the look.
To provide education and inspiration to consumers, Tresemme has created an innovative hairstyle try-on tool, powered by Perfect Corp.’s AI technology,
“What we really tried to do was start with personalization”, Maka said “You answer a few questions that are very top line. What's your hair type? What kind of things do you like to do to style your hair? Do you blow dry? Do you add braids? Things like that. And then you will take a photo of yourself. And then you essentially have recommended styles based on your styling behaviors and your hair type coming up. That allows us to customize regimens for them.”
Consumers receive a customized hairstyle regimen and are able to try-on various styles to find their perfect look.
“This is where the education component comes in, where we can actually give tutorials onhow to get that look,” she says. “You try it on, show them it's really not that difficult, and then show them the products they need to use to get that look. So we're super excited to have something that's innovative in hair that looks so realistic.”
By embracing emerging beauty tech, brands are able to adapt to perpetually shifting consumer expectations. And, as increasingly digitally savvy consumers enter the market and their buying power continues to grow, this investment in tech is sure to see even more success in the long run.
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To hear more about Tresemme’s innovative AI Hairstyle experience, watch the video below:
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