L’Oréal launches direct-to-consumer Color&Co service

L’Oréal is looking to change the at-home hair color game.

The beauty company announced the launch of Color&Co, which through a personalized experience, allows consumers to achieve the hair color they desire in the comfort of their very own home.

Supported by on-demand colorist consultation and expert advice, each of the brand’s personalized formulas are mixed specifically for each individual client, the company said.

"We saw an opportunity to reinvent the at-home hair color experience," Color&Co general manager, Olivier Blayac said. "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."

In order to get the Color&Co experience, those interested must first get a consultation online from an independent, licensed professional colorist who will ask questions about hair type and color goals.

Next, the company analyzes the consumers unique hair profile and desired results, and then selects a base color and adjusts both depth and tone for a unique custom blend. Once the color has been determined, details can be kept on file for re-ordering, subscription also is available.

Last but not least, within days consumers will receive their personalized Color&Co Colorbox, which arrives with the custom-blended formula and personalized application instructions.

"Beauty consumers are asking us for increasingly personalized experiences, and we saw a real opportunity to innovate in this cornerstone of our business," Guive Balooch, the vice president of L'Oréal's technology incubator, an arm of L'Oréal's research and innovation division said. "Hair color results depend on a variety of factors, so it was important to develop highly accurate new technology that could deliver unprecedented at-home shade precision. For the first-time, we are able to offer an almost endless variety of color options for at-home application."

Color&Co’s Single-Process and Premium Colorboxes start at $19.90. Further information or the option to sign up for a recurring service is available on the brand’s website.
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