L’Oréal Professionnel Launches New Style My Hair Pro App

Published by: Maureen Sheen
Jun 06, 2019

Photography: Courtesy of L’Oréal Professionnel
Who couldn’t use a helping hand on the reg? Well, L’Oréal Professionnel aims to do just that with the launch of Style My Hair Pro, a first-of-its-kind actionable app geared specifically for the professional hairdresser. It’s a hair color consultation app with the intention to modernize the in-salon color consultation. For clients who fall into the rut of “just do what you did last time” or those who avoid risk-taking, the goal was to give the colorist a tool to inspire clients, and to spark that very conversation. “We’ve found that 80 percent of clients are more likely to buy a service after a mobile experience with augmented reality,” says Lauren Grunberg, Digital Director, L’Oréal Professionnel US. “If they actually get to try on the color, it turns their hair color dream into a reality.” According to Emilie Poisson, General Manager, L’Oréal Professionnel US, “The new Style My Hair Pro App combines the 3D Try-On Technology from our consumer app―where any consumer can see a realistic look of how different hair colors look on them―with a digital swatchbook that has every shade from each one of our color lines, plus a direct link to SalonCentric.com to purchase at every shade level.”

Here are some of the App’s highlights―pun intended:
1.Inspiration: Featuring a section loaded with different moodboards, think of it like a professional Pinterest. Plus, hairstylists can also make their own personal moodboards and show clients what they’ve been creating as of late.
2.Augmented Reality Try-On: As a client tries on a shade, the enhanced technology allows for the color to be directly laid onto the client’s hair so that when they move their head, the color follows as opposed to a static lay on.
3.Shade Finder: Functioning as a digital swatchbook containing every single LP shade, it eliminates the need for a physical swatchbook to make it more portable and accessible for colorists to narrow down the perfect shade for clients. The App also informs the colorist whether the chosen shade is from INOA, DIA or Majirel lines, for example.
4.One Click Purchase: Each L’Oréal Professionnel shade in the App links to its corresponding product page on SalonCentric.com to make purchasing easier.
5.Reference Bank: Offering technical guides and color formulas, colorists can easily look up the answers to questions they may have.

Photography: Courtesy of L’Oréal Professionnel

The Style My Hair Pro App quietly rolled out in February 2019 for testing to L’Oréal Professionnel Artists at LP’s annual Foundation event along with 10 salons piloting the app. Tara Brzycki, salon wwner of Salon Ablaze in Circleville, Ohio says, “I have been using this app during consultations, and my clients are ecstatic. They have fun trying new looks and learning how to be realistic about color ideas they may have. It’s what I needed to help my clients understand what will and what won’t work for them. If they ask for a hair color, but a tone doesn’t complement their complexion, I can instantly show them the difference in tone against their actual face. Clients love being able to see it right before their eyes. And personally, I feel like it builds trust between us, because once I tell them and show them, they’re more confident in trusting my expertise.” L’Oréal Professionnel Artist Brandon Curtis says, “This app is a great tool for increasing your service ticket. Through mood-boards, you can show the many forms of dimension that any color can have which helps to add on balayage and foiling services to any single process. Plus, the 3D Try-On technology is perfect for demonstrating the importance of glossing their highlights in between visits.”

Plus, the app can help colorists save time during the consultation process because you can try the color directly on the client, and be realistic about color ideas that they have and help manage expectations. “Ultimately, the hope is that this app will help to increase the number of color consultations, and in turn, increase the number of color services to start the conversation with someone who hasn’t previously colored their hair,” says Grunberg.

Style My Hair Pro is currently available for download at the Apple App Store and the Google Play Store.

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