Clairol Launches MyShade App Powered By ModiFace to Help Consumers Conquer the Hair Color Aisle with Confidence

New augmented reality for hair features photo-realistic hair coloration
technology that can be applied by scanning any permanent at-home hair
color product

NEW YORK–(BUSINESS WIRE)–Discovering the most flattering shade of hair color can lead to beauty
euphoria and an immediate boost of DIY confidence, but finding that
shade can often prove daunting. On average, women spend 8 minutes in the
hair color aisle, twice as much time as they spend shopping for hair
care products, but only 50% purchase a product. As the Color Expert,
Clairol is making the shade selection process as easy as choosing your
favorite Instagram filter with the new MyShade app that lets you
virtually try on any shade before you buy.

For the first time, the Clairol MyShade application available for iOS
and Android devices allows users to scan any permanent at-home hair
coloring product to try it on and match it to the closest Clairol shade.
The application features ModiFace patented hair coloration and shade
matching technology that more accurately depicts the hair color line and
starting hair color from the user’s photo. This feature allows MyShade
to show the most realistic and accurate result by detecting the texture
and color of a user’s hair, including highlights and lowlights.

The MyShade app also features a hair advisor, which through a series of
questions selects the best hair color products personalized for each
user and her specific needs. The technology behind the MyShade hair
advisor uses an artificially intelligent hair recommendation engine that
can understand and personalize shade selection to a level that has not
been done before in a digital experience.

“The pioneer in hair color, Clairol brought hair color to the U.S., and
made it available at retail back in the ‘50’s. We’re using the
technology of 2016 to make the deep knowledge of our Clairol color
experts accessible to everyone. Choosing the right shade is the vital
first step for at-home color success, and it’s the most challenging step
for most. This is the ultimate tool for consumers to color with
confidence because it puts the expertise of our Clairol colorists in the
palm of your hand with personalized product recommendations,” said
Heather Carruthers, VP Clairol Global and US Marketing.

“Clairol’s MyShade app is a vital tool for anyone who has ever
considered coloring their hair because it offers photo-realistic color
results that let consumers try a new color before they commit. We’re
thrilled to bring this technology to the hair color category because it
takes into account many variables that can impact real-life results.
This is the perfect union of augmented reality try-on and AI-based
recommendations that can provide a very beneficial digital tool for
consumers,” said Parham Aarabi, CEO, ModiFace.

The new application is available starting today from the iOS and Google
Play app stores at the following links:


Google Play:

About Clairol

The pioneer in hair color, Clairol was the original company that brought
hair color to the U.S., and the first to bring retail innovation to the
masses with the launch of Nice‘n Easy, the first ever retail hair color
in supermarkets back in the 1950’s. Since then the brand has transcended
generations with rich innovations, from the launch of Natural Instincts
as the first hair color to include plant-derived and natural ingredients
in the 1990’s to Root Touch-Up, the first root touchup product to hit
the beauty aisles in the 2000’s. Clairol’s mission is simple: to make
every woman feel beautiful and confident with real, natural-looking
color. The color expert, Clairol strives to offer a color solution for
every need, with a range that includes Age Defy, Nice’n Easy, Root
Touch-Up and Natural Instincts. For more information, visit

For more information about ModiFace, please contact

About ModiFace

ModiFace is the leading creator of intelligent augmented reality
technology for the beauty industry, providing customizable AR try-on
capability for web/ecommerce, mobile, in-store, and messaging.
ModiFace’s patented technology, which is based on over a decade of
research at Stanford University, powers over 200 custom augmented
reality apps for beauty brands such as Clairol, Sephora, Allergan,
L’Oreal, Unilever, and Yves Rocher.. For more information, visit

About Coty Inc.

Coty is one of the world’s largest beauty companies with approximately
$9 billion in revenue, with a purpose to celebrate and liberate the
diversity of consumers’ beauty. Its strong entrepreneurial heritage has
created an iconic portfolio of leading beauty brands. Coty is the global
leader in fragrance, a strong number two in professional salon hair
color & styling, and number three in color cosmetics. Coty operates
three divisions – Coty Consumer Beauty, which is focused on color
cosmetics, retail hair coloring and styling products, body care and mass
fragrances sold primarily in the mass retail channels with brands such
as COVERGIRL, Max Factor and Rimmel; Coty Luxury, which is focused on
prestige fragrances and skincare with brands such as Calvin Klein, Marc
Jacobs, Hugo Boss, Gucci and philosophy; and Coty Professional Beauty,
which is focused on servicing salon owners and professionals in both
hair and nail, with brands such as Wella Professionals, Sebastian
Professional and OPI. Coty has approximately 20,000 colleagues globally
and its products are sold in over 130 countries. Coty and its brands are
committed to a range of social causes as well as seeking to minimize its
impact on the environment.

For additional information about Coty Inc., please visit


For more information about Clairol:
Marina Maher
Esraa Elzin, 212-485-6805