Sally Beauty is embracing augmented reality with its new hair-color kiosks.
Five hundred Sally Beauty stores around the United States will get kiosks that allow customers to take a picture on the screen and try on a variety of different hair colors. The screens encourage users to save the selfie featuring their favorite hair color and share it on social media using the hashtag, #glowup. For shoppers that cannot make it into stores to test out the kiosks, the augmented reality feature also extends to the Sally Beauty app that launched in early 2019. In addition to hair colors, app users can try on lipstick, eyeshadow, and blush—and make purchases right from the app. Allowing customers to try different hair colors with augmented reality gives them a more personalized shopping experience, according to a Gartner L2 report, which can lead to increased consumer traffic.
To further upgrade the consumer experience, customers can answer questions at the kiosk and receive tailored product recommendations to virtually try on. During the “consultation” additional products such as hairbrushes or gloves for hair dye can also be recommended.
Sally Beauty is one of the latest beauty brands to utilize virtual reality when customizing consumer’s shopping experiences. Tailoring categories and shades of products to shoppers gives them a more personalized venture, which could lead to higher customer retention—something all brands should strive for.