The new Philips digital grooming service has been unveiled at the Cannes Lions Festival in France.

The company has developed the new app-based service in collaboration with global digital agency Isobar.

Philips digital grooming service is an innovative app that expands Philips’ smart digital platforms and solutions portfolio. It leverages augmented reality (AR) and facial mapping to enable men to virtually try a range of beard styles. The app adds the digital beards onto a user’s real-time live video selfie.

The Philips digital grooming service also offers personalised advice on facial styles using artificial intelligence (AI) facial analysis, including a range of interactive video tutorials. The app will create a custom interactive grooming routine for each user.

Philips conducted demos of its latest innovation at the Dentsu Aegis Network Beach House during the festival. Visitors were invited to pick a style, digitally try on a beard and learn to recreate the look.

“We use technology to create innovative services that engage our customers and deliver truly personalised experiences.”

Philips’ male grooming business leader John Smith said: “At Philips, we believe there is always a way to make life better.

“We use technology to create innovative services that engage our customers and deliver truly personalised experiences.

“At this year’s Cannes Lions Festival, we are showcasing our latest innovation to help men confidently manage their grooming routine, demonstrating how Philips is uniquely positioned to fuse deep consumer insights, creativity and data to provide a superior consumer experience.”

Philips’ latest concept follows the sale of its one billionth male grooming product. Headquartered in the Netherlands, the company offers a range of services, including diagnostic imaging, image-guided therapy, patient monitoring and health informatics.

It aims to give consumers data-driven insights into their health and personal routines.

The company currently has sales and services in more than 100 countries and employs approximately 74,000 employees across the world.