Ulta Beauty Inc. is enhancing its digital shopping experience with the launch of the GLAMlab Hair Try-On tool, powered by generative AI. Now available on Ulta’s website and mobile app, the tool allows customers to virtually try on different hair colors and styles, making online beauty shopping more personalized and interactive.
Using Nvidia’s advanced AI technology, users can upload a photo, take a selfie, or use a model’s image to visualize various hair transformations. Early engagement has been strong, with thousands of users experimenting with the tool daily, and Ulta reports that those who use the feature are more likely to make a purchase.
Ulta’s new hair try-on tool builds on its previous success with digital beauty innovations. GLAMlab, which first launched in 2016, initially offered virtual makeup try-ons, and the new hair tool extends this experience using Nvidia’s StyleGAN2 technology, known for producing hyper-realistic images.
The AI works by processing the user’s uploaded photo and applying the selected hair style or color in about five seconds for the first transformation, with subsequent styles loading in just one second. Once users settle on a style, they are provided with links to purchase the products to recreate the look.
Ulta’s digital efforts reflect a larger strategy to merge technology and beauty, offering customers both virtual and in-store experiences. Plans for the future include expanding the tool’s capabilities to include wigs and integrating it with in-store styling services to give customers more confidence in experimenting with new looks. The company’s investment in digital tools has been a key driver of its growth, with CEO Dave Kimbell noting the importance of enhancing digital experiences to increase customer engagement and sales.
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