Home Beauty recipe REINVENTING COLORING WITH TWO BREAKTHROUGH USER DESIGN INNOVATIONS DEDICATED TO TRANSFORMING THE EXPERIENCE AT HOME FOR CONSUMERS AND IN HAIRDRESSING SALONS FOR PROFESSIONALS

REINVENTING COLORING WITH TWO BREAKTHROUGH USER DESIGN INNOVATIONS DEDICATED TO TRANSFORMING THE EXPERIENCE AT HOME FOR CONSUMERS AND IN HAIRDRESSING SALONS FOR PROFESSIONALS

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L’Oreal has the longest hair dye heritage in the industry as it invented the world’s first safe synthetic hair dye formulation over 100 years ago – creating what is now a 10 billion dollars industry. Now, a century later, the company once again reveals its leadership in hair coloring by transforming the industry with two breakthrough innovations powered by cutting-edge technology alongside the most precise formulation.

Our hundred-year-old deep experience and leadership in hair coloring have allowed our researchers, data scientists and technical engineers to completely revisit and reinvent the hair coloring experience for both: at home with Colorsonic, a unique reusable device. user-designed allowing precise shine coloring result, and for hairdressers with Coloright, the most personalized and advanced experience in hair salons to achieve desired coloring results anywhere in the world. L’Oréal’s BeautyTech leadership allows us to push the boundaries of science-powered technology for breakthroughs in more personalized, inclusive and sustainable beauty experiences,” noted Barbara Lavernos, Deputy Director General, in charge of Research, Innovation and Technology.

When the COVID-19 pandemic caused the temporary closure of many salons, the home coloring business increased by 6%. Meanwhile, consumers were faced with the challenges of a home hair dyeing process that has remained virtually unchanged for decades, namely the mess of hair dye and the difficulty of applying dye to hard-to-reach places. access.

Developed in response to these consumer needs and refined over a five-year period, Colorsonic uses a custom mixer mechanism to combine a precise amount of developer and formula to create hair color. The device then distributes the correct dose of coloring and applies it to the hair via an oscillating nozzle of bristles which move in a zigzag fashion to distribute it evenly over the hair. In five steps, the consumer can:

  1. Select a hair color on 40 shades on the Colorsonic website. The Ammonia Free Hair Color Kit ships direct to your doorstep.
  2. Load the color cartridge into the machine for on-demand color mixing. Color and developer are separated until the device is turned on, an essential part of preserving color and keeping it fresh.
  3. Root-to-tip brush device for even color application. The oscillating nozzle, rigorously tested to prevent leakage, oversaturation and dripping, moves 300 times per minute to effectively cover hair quickly. An accessory is also included for those with long hair (up to the shoulders or longer).
  4. Wait 30 minutes. Then rinse, style and go.
  5. Remove the cartridge from the device and store the remaining color, for easy touch-ups anytime. The cartridge system allows Colorsonic to store the remaining color for touch-ups and gray coverage.

“After years of research and development, we’re excited to unveil technologies ahead of this year’s Consumer Electronics Show that modernize the experience of millions of people around the world coloring their hair at home and in the salon.” noted Guive Baloutch, Global Head of Research and Innovation’s Tech Incubator at L’Oréal. “We aim to leverage science and technology to solve age-old problems for consumers, and Colorsonic is a prime example of the power to innovate for consumers by innovating with consumers. ”

The unveiling of Colorsonic is a continuation of L’Oréal’s commitment to deliver exceptional personalized beauty experiences rooted in sustainability. Features that reflect this commitment include:

  • Post-consumer recycled plastic: Colorsonic is a reusable device with a recyclable formula cartridge that uses less plastic per application than homemade coloring.
  • Reusable gloves: The existing home staining includes disposable gloves in each box. Colorsonic replaces single-use gloves with gloves that can be reused up to 10 times and have a high performance in terms of protection.
  • Reduced shipping packaging: The Colorsonic device and color cartridges are shipped in certified recyclable paper packaging.

L’Oréal plans to launch Colorsonic to consumers in the United States in early 2023.

L’Oréal will also unveil technology that modernizes the salon hair color experience

In addition to transforming the home color experience with Colorsonic, L’Oréal is also focusing on the next evolution of the salon color experience. L’Oréal will also unveil Coloright ahead of CES 2022. Coloright is an AI-connected hair color system for salon hairstylists that creates custom hair colors on demand. It puts innovation in the hands of professional colorists and personalizes the salon color experience with a patented algorithm to deliver more precise colorations.

The machine includes a reader that analyzes the client’s hair, measuring factors that influence the effectiveness of the color, including hair color, percentage of gray, length and density and a dispenser containing dry beads composed of hair dye, accompanied by cartridges of base creams, developers and thinners. Together, these distributed components create a personalized hair coloring recipe. The ultra-precise machine dispenses all components of the formula and in total Coloright can offer over 1,500 custom possibilities.

About L’Oréal
L’Oréal has been dedicated to beauty for over 100 years. With its unique international portfolio of 35 diverse and complementary brands, the Group achieved a turnover of € 27.99 billion in 2020 and employs 85,400 people worldwide. As a world leader in beauty, L’Oréal is present in all distribution networks: mass distribution, department stores, pharmacies and drugstores, hairdressing salons, travel retail, brand retail and e-commerce.

Research and innovation, as well as a dedicated research team of 4,000 people, are at the heart of L’Oréal’s strategy, working to meet beauty aspirations around the world. L’Oréal sets ambitious Group-wide sustainable development objectives for 2030 and aims to empower its ecosystem for a more inclusive and sustainable society.

More information on https://www.loreal.com/fr/mediaroom

“This press release does not constitute an offer to sell or the solicitation of an offer to purchase L’Oréal shares. If you wish to obtain more complete information on L’Oréal, please refer to the public documents registered at France from the Autorité des Marchés Financiers, also available in English on our website www.loreal-finance.com.

This press release may contain forward-looking information. Although the Company believes that these statements are based on reasonable assumptions at the date of publication of this press release, they are by their nature subject to risks and uncertainties which may cause actual figures to differ from those indicated or suggested in these statements. . “

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SOURCE L’Oréal