Matrix Reinvents the In-Salon Color Consultation With the Launch of Augmented Reality App Powered by ModiFace's Next Generation Hair Recognition Technology

NEW YORK, NY--(Marketwired - Oct 27, 2015) - Matrix, a subsidiary of L'Oreal USA and the leading professional hair care and hair color company, in partnership with ModiFace, the leading creator of augmented reality technology for the beauty industry, today announces the launch of the Matrix Color Lounge application featuring ModiFace's next generation hair recognition technology. For the first time, an intelligent hair-coloring app recognizes the Client's hair and enables them to try-on an array of hair colors and techniques in just seconds. Users can choose from over 200 different shades and 10 different effects including Ombre, Highlights, Dip Dye, Ribboning, and more.

Each of the effects in the Matrix Color Lounge app have been meticulously created based on a year-long collaboration of coloring experts at Matrix and computer scientists at ModiFace. This collaboration involved the detailed evaluation of a large number of hair color before and after photos, and the creation of a mathematical model of the changes to the hair during the coloring process. The end result is the most realistic, easiest to use, and believable hair recognition and coloring application that has ever been created. And starting today, the application is available to consumers and hair professionals in Europe, Middle East, and Africa, and also available through the My Matrix Family app.

"We developed the app to transform the in-salon color experience and the way a professional consults their clients," said Alexis Warchalowski, AVP, Global Digital Marketing, Matrix Inc. "We are delighted to be the first brand to feature ModiFace's next generation hair recognition and coloring technology. This is the most comprehensive hair color simulation that has ever been created with the potential to truly transform the salon industry."

ModiFace's next generation hair recognition and coloring technology includes a new patent-pending artificially intelligent image processing method that has been uniquely created for analyzing, understanding, and modifying hair images. ModiFace will present the science behind this new technology later this year at the 2015 IEEE International Symposium on Multimedia in Miami. 

"Our team has spent nearly a decade on creating the world's most accurate hair recognition and coloring technology. Although it took a significant amount of time and resources, we are incredibly excited that the end result is a technology that truly pushes the envelope for hair-focused augmented reality," said Dr. Parham Aarabi, founder and CEO of ModiFace.

To download the free app, please visit: https://itunes.apple.com/gb/app/matrix-color-lounge/id1049408976?mt=8

About Matrix
MATRIX, the leading professional haircare and haircolor company in the United States, is part of L'Oreal USA's Professional Products Division. Founded in 1980, MATRIX is committed to the development of the salon professional and offers a wide range of products including: Biolage, Biolage ExquisiteOil, Biolage Advanced, COLORINSIDER, ColorSync, Logics, SOCOLOR, Total Results, Style Link and Vavoom (MATRIX professional products are available only in salons and can be guaranteed authentic when purchased from authorized retailers.) Visit Matrix.com for hairstyle and haircolor inspiration as well as MATRIX trends and tips! Professionals visit http://www.mymatrixfamily.com/ for techniques, formulas, salon resources and much more!

To connect and chat with MATRIX go to:
http://www.facebook.com/matrix; http://www.instagram.com/matrix; http://www.youtube.com/matrix; http://www.twitter.com/matrixfamily; http://www.pinterest.com/matrixfamily

For additional information, please contact Stacey Zelek (212) 984-5064 -- szelek@matrix.com

About ModiFace
ModiFace is the leading creator of augmented reality technology for the beauty industry, providing custom web/mobile try-on apps, in-store mirrors, and visual e-commerce. ModiFace's patented technology, which is based on over a decade of research at Stanford University, powers over 100 custom augmented reality apps for beauty brands such as Allergan, Procter and Gamble, L'Oreal, Unilever, and Sephora. For more information, visit http://www.modiface.com.