Virtual Styling

By Kelly Snawerdt

Technology is affecting and changing every aspect of our lives not only impacting work life and social life, but also the way we make decisions about our appearances. When it comes to hair and makeup, apps and filters on our devices are increasing in popularity. There are numerous filters on Snapchat and Instagram that allow a user to see themselves with hair dyed a completely different color or with makeup such as eyeliner, eyeshadow, lipsticks and foundations. Not only are these apps and filters convenient for consumers, but brands and large companies are catching on fast. Sephora and CoverGirl are just two examples of brands that have included a virtual try-on experience for their customers on their apps using technology that scans the app user’s face to identify features like undertone colors and skin tone to best match them with a product.

For college students, apps and filters that allow them to see themselves with a new hairstyle or makeup product without even leaving their room can be enticing. Kaylinh Luong, a junior at Iowa State University majoring in child, adult, and family services said before choosing to dye her hair blue, she used an app to get a general idea of what she would look like with the new style, which influenced her decision to go through with dying her hair. Luong mentioned that filters on apps like Snapchat and Instagram are a starting point for brands to test this new technology before investing in app creation.

"Snapchat is already very popular and can be an easier option for consumers than using a separate app, and many people including me prefer an easier option,” Luong said.

In the actual hair salon, it isn’t extremely common yet for clients to come in to dye or cut their hair because of an app’s influence. Kelsie Wearmouth, stylist and manager at Heroic Hair in Ames, said that if app technology advances to provide a more realistic visualization of hairstyles on users, she thinks this will bring in even more business. Wearmouth said that the filters on TikTok and Snapchat have influenced some of her clients’ choices at times.

“Sometimes someone will show me themselves with the filter on and I will usually bring swatches out to show them how close I can get to matching what they want,” Wearmouth said.

One of the hurdles with technology showing clients what they will look like with a certain style is that a lot of times apps don’t give an accurate enough portrayal. Unless the technology is augmented reality, it is difficult to see what someone will look like when they actually dye their hair.

Especially in today’s world where trends are ever-changing and self expression is appreciated, beauty-based technology opens the door for endless creative opportunities.

“In society right now with so many popular hairstyles, haircuts and hair colors, I feel like a lot of college students are wanting to make a spontaneous change. I think using these apps and filters is so effective because it pushes people to do something new,” Luong said.