We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Brief Published: 12 Apr 2018

Josh Wood's Digital Hair-Dye Matching

Josh Wood

British celebrity hairstylist Josh Wood is tapping into the personalised beauty trend by tackling a pet peeve among consumers: finding their perfect hair colour outside the salon.

His company is launching a customised, digital colour matching service which offers users a salon-inspired approach to hair colouring remotely. The tool determines a suitable shade for consumers via an online questionnaire, with factors such as hair colour, hair texture and shade preference being used to generate a selection of suitable products.  

This personalisation strategy directs consumers to relevant items, and encourages experimentation with new haircare products. An extension of this concept might see augmented reality (AR) allow consumers to visualise their look ahead of application. Some 85% of millennial women would be more likely to try new hair products, styles and colours if they could see the results beforehand (Poshly, 2017).

The Josh Wood Colour System is an at-home hair dye range offering permanent dyes, a toolkit of root concealers, and a colour-preserving care line including a mask and gloves to boost hair health and shine. Each product is derived from four key shades ranging from dark brown to light blonde, and the hair dyes are formulated into 12 colours.

For more on personalised beauty and the latest haircare trends see, Bespoke Beauty: New Retail Strategies, Future Beauty: Perfecting Bespoke, 10 Tech Trends to Watch in 2018, Product Projections 2018: Hair.