Benjamin Moore Digitally Matches Paint Colors with AR App

Using a specialized ColorReader device, customers can view, select and “try on” different paints in real time.

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Need to Know

  • Benjamin Moore has introduced a color portfolio app and AR-powered ColorReader device that allows customers to match colors sampled from any flat surface to a matching Benjamin Moore shade.
  • Customers can then virtually “try on” the color using AR technology. 
  • The portfolio app features over 3,500 Benjamin Moore colors and allows users to save selections and share images instantly.
  • The ColorReader is available in two models: standard, $99 and pro edition, $249. 

Analysis

Benjamin Moore is joining the trend of AR-powered apps, hoping to simplify the paint selection process for its customers. 

“As a leading color authority, Benjamin Moore is committed to providing its customers with innovative tools and resources like the color portfolio app and ColorReader device that enable them to work more efficiently,” said Andrea Magno, Benjamin Moore director of color marketing and development.

“From providing professional users with immediate visuals for clients to helping homeowners feel confident in their color choices, this innovative technology provides instant results and removes some of the guesswork from the color selection process.”

The free paint color profile app lets users search colors from over 3,500 Benjamin Moore colors and comes equipped with virtual fan decks, a real-time photo visualizer, and a video visualizer. Both the photo and video visualizers allow users to “try on” paint colors by either masking a photo or through video using AR. 

With the ColorReader tool, users can immediately match both interior and exterior colors from any flat surface. 

Benjamin Moore is the latest to join the growing list of companies looking to augmented reality to reduce purchasing barriers and improve customer experience. Recently Pinterest integrated AR into their app with “Try On”, a feature that lets users try on lipstick colors before purchasing directly from brands. L’Oreal also recently partnered with Walmart to produce a Google Lens-powered app that allows customers to try on hair dye colors before making the change. 

The goal for these brands is to use technology that allows consumers to try before they buy and connect with a brand’s suite of products in a new more personal way.

The free color portfolio app is available to download in the Apple App Store and Google Play.  The Benjamin Moore ColorReader device is for purchase at select Benjamin Moore retailers and online at the company’s site.

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