STAMFORD, Conn. — Henkel has launched in the U.S. Choicify, an online hair color consultancy tool. The new platform is available within the online user experience at Amazon and Walmart for all Henkel retail color brands, Schwarzkopf brands Simply Color, Color Ultime, Keratin Color and göt2b.

Through artificial intelligence (AI) and augmented reality, Choicify offers personalized hair color consultations to consumers. The tool allows consumers to quickly and easily see themselves with different color shades before they choose to purchase. For example, once in the platform, users can use their smart phone or computer camera for a live color preview, or they can view various hair color selections via a personal photo upload or model’s photo. The platform also guides each consumer through a series of short questions to help them choose a hair color product that’s ideal for their needs.

“We’re pleased to launch this innovative, consumer-focused online solution, particularly during a time when many consumers are choosing to shop and color their hair from home,” said David DiBernardino, senior vice president of sales at Henkel Beauty North America. “This new tool is a win-win. It provides an opportunity to enhance the online experience for consumers, while accelerating our digital acceleration efforts.”

The tool is currently accessible to online shoppers via Amazon Advertising and Walmart Media Group‘s  online and mobile sites.

By using a scientific data-driven approach, a proprietary AI algorithm and augmented reality, Choicify helps shoppers find the right shade of hair color. The tool compiles information from a database of Henkel U.S. retail hair color products, colored on real hair strands and measured with a state-of-the-art color detection device.