L’Oreal is stepping up its efforts to transform the process of hair dyeing in the home with the launch of Color&Co, a direct-to-consumer brand offering personalised technology, customisation and guidance from professional colorists.
The beauty brand is keen to win over the US at-home hair color market, estimated to be worth $1.4bn, by offering a three-step solution for people looking to switch their look, beginning with either a live video consultation with a professional stylist or a detailed questionnaire.
Customers can then go on to co-create a specific hue for their hair before having a unique Colorbox despatched directly to their door.
Color&Co general manager Olivier Blayac said: "We saw an opportunity to reinvent the at-home hair color experience. We knew that up to 70% of at-home color users don't know exactly what hair color works for them and worry about unpredictable color results. We wanted to fix that problem. We drew upon L'Oréal's scientific heritage and its history in the salon business to deliver an exceptional at-home color experience guided by expert stylists. With stunning results, Color&Co brings true personalization straight to your door."
L'Oreal has been investing in new technologies to provide personalised treatments, most recently with an AI-powered smartphone tool designed to provide customer-specific skin care advice.