The beauty giant’s new hardware seeks to rescue pandemic-weary hair color everywhere.
Customers can choose from 40 shades online, with home delivery directly from the company.
The device uses a cartridge-based system and dispenser that prevents mess and allows even application.A benefit of the system is that the appliance can store remaining color. That’s not possible with manual box-kit counterparts, which instruct users to throw leftover color in the trash. So if the prospect of easy touch-ups or gray coverage at any time doesn’t hold enough appeal for consumers, perhaps the reduced chemical waste will.
Plans are also in the works for mobile app features that can help users pick the right color to begin with, thanks to virtual try-ons powered by the company’s ModiFace augmented realityThe L’Oréal executive couldn’t confirm the launch date or cost, but he noted that the company wants to make it affordable for consumers. Given that, pricing will probably come to a couple of hundred dollars, as opposed to thousands.
One manifestation of that effect has been very visible and widespread: Over the last two years, as beauty salons dealt with waves of lockdowns and nervous patrons, the sight of untended roots and faded tresses became common. It may even end up as part of the lasting imagery from this period, like a sign of these COVID-19 times along with face masks and yoga pants.
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