Garnier has launched a first-to-market hair color tool in retailers nationwide, featuring Modiface’s revolutionary Virtual Shade Selector tool.

The top product-related purchase barrier to the at-home hair color category is the ability to find the right shade. Shade Selector assists hair color shoppers in finding their best hair color match using personalized technology, providing consumers with a realistic hair color application.

The cutting edge digital tool is designed to help shoppers find their Garnier hair color match in 60-seconds online and in-store — virtually trialing the range of Garnier shades personally recommended to them.

During the recent Nutrisse campaign shoot, Garnier brand ambassador Mandy Moore tested the tool, trialing various hair color shades from the Garnier portfolio.

Moore comments, “I’m having the best time seeing how all of the Garnier hair colors look on me – I can go from brunette to blonde with just a simple click…”

How It Works

Shade Selector first launched through a website interface, accessible on a phone or computer. In a first-ever endeavor at mass retail, the tool is rolling out an at-shelf version.

At display screens at-shelf, the virtual education tool encourages shoppers to learn about and test all permanent Garnier Hair Color options, including Nutrisse, Olia and Color Sensation.

Shoppers will be prompted to take the one-minute diagnostic test, and through the integration of best-in-class 3D technology from Modiface, users can virtually try on a range of recommended Garnier shades.

To ensure an accurate recommendation, the tool takes each user’s current hair color, level of gray, and desired end look into account. A barcode scanning option has been incorporated to allow users to engage with the tool outside of what is recommended, so they can try on all Garnier shades available at shelf. Additionally, Beauty Advisors will be onsite at select locations to assist and provide live feedback in Walgreens stores.

Where To Find It

The Virtual Shade Selector with Modiface technology launches at 37 locations at select retailers in 2019. Walmart is piloting the program with 10 locations beginning this month.

Wakefern (5 locations) and Meijer (12 locations) will launch the tool in-store beginning in March 2019; Walgreens (10 locations) will release the tool in-store in June 2019. This pilot program will be available to shoppers for one year.