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All Change: Paul Mitchell provides innovative way to ‘try before you buy’ with new hair colours


Changing your hair colour can be as daunting as it is exciting, and if the results aren’t what you’d hoped for after taking the plunge, then returning to your roots can prove lengthy, time-consuming, and downright expensive.

Thankfully, it doesn’t have to be this way, as Paul Mitchell® Luxury Hair Care has come up with an innovative way to try before you buy – giving cautious consumers the chance to get creative with their hair colour, commitment-free. The brand is kicking-off a partnership with YouCam Makeup this month that allows consumers the opportunity to virtually try-on a vast assortment of shades from their professional hair colour range, making it the first haircare brand to be featured on the leading beauty app. The use of consumer-facing, virtual makeover technology is a first for the brand, and is already beginning to cause something of a stir in the beauty world.

“Hair colour isn’t ‘one-size fits all,’ and we’re thrilled to join forces with Perfect Corp. and YouCam Makeup to ease the intimidation that can sometimes come with a potential hair colour change,” said Michaeline DeJoria, Vice Chairman at John Paul Mitchell Systems®.

“Our salon partners are so important to us, and in addition to consumers, we view this as an invaluable tool for Paul Mitchell hair stylists, helping to drive sales of hair color services.”

Currently, 30 million photos a day are uploaded and augmented using YouCam, and with 185 million app downloads, it engages its users in around 1 billion sessions per month – with the majority of those giving it ago being females ages 18-34.

YouCam Makeup users will now have the opportunity to “try-on” a wide selection of Paul Mitchell® Professional Hair Color shades, and then take this to their nearest Paul Mitchell® salon to bring their desired shade to life. Using YouCam Makeup’s precise instant hair mapping technology and unmatched natural colour layering, the app delivers true-to-life hair colour, helping users visualise hair colour transformations before committing to a colour change — whether used for fun at home, or with a stylist during a consultation.

“We are thrilled to provide even more virtual makeover possibilities to our users by bringing Paul Mitchell’s superior hair color collection to YouCam Makeup,” said Alice H. Chang, CEO of Perfect Corp. “Paul Mitchell’s trusted and reliable products complement YouCam Makeup’s augmented reality makeover technology, creating a true-to-life hairstyling experience in our virtual salon that helps consumers select the right hair color quickly and easily.”

The colours highlighted will offer something for everyone, with shades ranging from blondes, to reds and browns, to vivid pink and blue; all aligning with a variety of Paul Mitchell® Professional Hair Colour formulas – including NEW POP XG and The Demi lines, as well as Paul Mitchell® the color XG® and shines XG®.

Paul Mitchell® Professional Hair Color is now available for “try-on” with the YouCam Makeup app; YouCam Makeup is available for free in the App Store and through Google Play.