L’Oréal Paris’ Colorsonic debuts exclusively at Target

After announcing the launch of its innovative new hair coloring tool, L’Oréal Paris has shared where its Colorsonic will be available to shop. 

Exclusively hitting Target shelves, the at-home hair color device makes coloring easier by automatically mixing dye and developer for a 1:1 ratio with the press of a button.

Target was the right retail partner for the product’s release as the company has been focused on adding more diverse, innovative, sustainable and affordable brands to its shelves, L’Oréal Paris noted. 

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“L’Oréal Paris has remained steadfast in its dedication to pushing the envelope and innovating to better serve our consumers, which is now more evident than ever with the introduction of Colorsonic,” said Ali Goldstein, president of L’Oréal Paris USA. “Exclusively launching the product online and in-stores at Target was the natural next step as Target is known for its game-changing offerings that make lasting impacts on their shoppers.”

Debuting with an in-store experience that includes a disruptive shelf structure, the display was co-designed by L’Oréal Paris and Target’s merchandising team. 

“We know consumers look to Target to find what’s new and what's next and that’s exactly what L’Oréal Paris is delivering with Colorsonic,” said Rick Gomez, Target’s chief commercial officer. “I’m proud of this exclusive partnership, because this represents another big step forward for our beauty business as Target invests in the kind of products and services to help consumers engage, discover, play, learn, and shop.”

The Colorsonic device retails for $124.99 and the color cartridges carry an SRP of $29.99 each.