Pantone to develop smartphone color matching tech for better AR in beauty

By Deanna Utroske

- Last updated on GMT

Pantone to develop smartphone color matching tech for better AR in beauty
The color expert has teamed up with high-performance sensor maker ams to create new color management technology for mobile devices. The sensor is expected to change the way beauty brands showcase product and how makeup consumers use apps and mobile sites to try and buy cosmetics.

Pantone is a subsidiary of X-Rite. And, just today ams and X-Rite announced plans to work together on new color management tech for smartphones.

Jean-François Durix, marketing director of color and spectral sensing at ams, points out that “Pantone is trusted by designers, product manufacturers, and brands around the globe, as well as widely recognized by consumers.” ​He goes on (in the company media release) to say that “We believe that this solution will enable e-commerce transaction growth while reducing returns due to color mismatch.”

Color scheme

As quickly as technology advances, mobile phone camera tech hasn’t yet achieved the quality of clinical measurement tools or true-to-life color matching.

The module ams and X-Rite are working on will be an 11-channel spectral measurement tool and incorporate Pantone Color Standards. As the media release explains it, “the solution will connect to Pantone’s world-leading color reference systems using cloud technology. Consumers, brands and retailers will now be able to identify and share product colors, making it easier to search product catalogs and select color-critical items with confidence.”

Richard Roth, vice president of product management at X-Rite, believes that “collaborating with ams was an ideal choice for X-Rite to bring to market a full end-to-end mobile color solution.”

And he explains that “the mobile sensing solution will complement our existing Color-Eye offering, making it easier for cosmetics, home and fashion, and retail paint companies to integrate color matching technology into their existing mobile shopping or augmented reality applications. This allows consumers to search, match and purchase goods with a higher degree of color confidence.”

The companies are showcasing their collaboration later this month at the Mobile World Congress in Barcelona, Spain.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.


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