The biggest barrier to consumers purchasing at-home hair dyes is their desire for confidence in the result, and L’Oréal is employing an AR packaging experience to help shoppers can make well-informed choices. L’Oréal and Snapchat teamed up with Walmart to bring a virtual hair color try-on experience to store shelves across the United States.
The newest packaging for L’Oréal's Feria hair dye collection includes a scannable QR code that activates an augmented reality experience for trying on different hair colors in real time. Although L’Oréal says it will not be working with sales floor associates and will not do a broader marketing push in Walmart locations beyond bringing the QR codes to stores, the company will be tracking engagement.