Innovation & New Products

CES 2022: L’Oréal aims to reinvent hair colouring

CES 2022: L’Oréal aims to reinvent hair colouring

Premium Beauty News with ETX Studio (Photo: L'Oréal)
5 January 2022
CES 2022: L'Oréal aims to reinvent hair colouring

At CES 2022 in Las Vegas, cosmetics giant L’Oréal is showcasing Colorsonic, a brush-like concept that aims to make home hair colouring easier, and Coloright, an AI-connected system for salon stylists, which allows virtual try-ons and the creation of custom shades.

L’Oréal is hoping to change the game regarding hair colouring with two high-tech innovations showcased at this year’s Consumer Electronics Show in Las Vegas: Colorsonic, for at home colouring, and Coloright, for the salon experience.

Applying hair colour evenly at home

As far as at home hair colouring is concerned, the Colorsonic brush concept is simple.

Once in possession of the new brush, all that consumers have to do is to pick the colour of their choice from among 40 shades available on the Colorsonic website, then wait for their kit to be delivered at home. Instead of the traditional pouches and bottles, consumers will receive a cartridge that loads directly into the device.

Then all that’s left to do is turn on the brush, wait for it to mix the colour and the developer, and then brush the hair from root to tip with no fear of leaks, drips, patchiness or potentially excessive saturation. Wait for 30 minutes, rinse, style, and it’s done. Finally, remove the cartridge and keep it for any future touch-ups.

When the COVID-19 pandemic caused the temporary closure of many salons, the at-home hair colour business grew by 6%. During this time, consumers experienced the challenges of an at-home haircolouring process that has remained virtually unchanged for decades, namely the messiness of hair dye and the difficulty of applying hair colour to hard-to-reach places,” said the company.

In addition, L’Oréal has made sure that this new concept is also as sustainable as possible, thanks to recyclable cartridges and reusable gloves.

However, anyone eager to give this gadget a try will have to be patient. Colorsonic isn’t slated for release before early in 2023 in the United States.

Modernising the salon experience

In addition to transforming the at-home haircolouring experience, L’Oréal is also focused on the next evolution of the salon hair colour experience.

The French group therefore seized the opportunity of CES 2022 to unveil Coloright, an AI-connected hair colour system for salon stylists that creates on-demand, customized hair colour.

The machine features a reader, which analyses the client’s hair, measuring factors that influence colour’s effectiveness, including hair colour, grey percentage, length, and density and a dispenser that contains dry beads consisting of hair dye, accompanied by cartridges of base creams, developers and diluters. Thanks to a patented algorithm, these dispensed components create a personalized hair colour recipe.

The ultra-precise machine dispenses all the components of the formula and, in total, Coloright can provide more than 1,500 custom possibilities,” adds L’Oréal.

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