By Chuck Martin

L’Oreal’s Garnier brand is launching an in-store tool in Walmart stores for hair color shoppers.

The Virtual Shade Selector tool, created by ModiFace, uses personalized technology for consumers to find their best hair color match.

Shade Selector initially launched through a website interface. The implementation at Walmart is the first at mass retail for shoppers to test the color virtually before leaving the store.

At display screens in the store, shoppers will be prompted to take a one-minute diagnostic test and then can virtually try on a range of recommended Garnier shades.

“Women in my chair often ask me how they can find the best hair color to suit their personality and skin tone,” states Nikki Lee, Garnier consulting celebrity hair colorist. “Now they can find their perfect hair color with ease if they’re not able to visit a salon by using the Shade Selector tool. This is going to give them more power to make the right decision when coloring at home.”

The virtual shade tool is launching in 37 locations at select retailers including Walgreens, Wakefern and Meijer. Walmart is piloting the program in 10 locations starting this month.