Aveda rolls out virtual hair colour testing, with Perfect Corp

Perfect Corp partners with Aveda for AI hair colour virtual try-on experience. — Perfect Corp/Aveda

Aveda is investing in augmented reality to offer customers the chance to test out different hair colours virtually.

The plant-based haircare brand has enlisted the help of the augmented reality (AR) giant Perfect Corp, which owns the virtual beauty app YouCam Makeup, to roll out a true-to-life artificial intelligence (AI) and AR hair colour try-on experience.