L’Oréal Color&Co to Transform At-Home Hair Color Experience
L’Oréal aims to transform the at-home hair colour experience with the launch of Color&Co – a new direct-to-consumer brand specializing in personalized hair colour. The Color&Co experience claims to be affordable, highly personalized, and features live professional consultations on-demand with endless shade customization and guidance from expert colourists around the U.S.
“We saw an opportunity to reinvent the at-home hair colour experience,” says Color&Co General Manager Olivier Blayac. “We knew that up to 70% of at-home colour users don’t know exactly what hair colour works for them and worry about unpredictable colour 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 colour experience guided by expert stylists. With stunning results, Color&Co brings true personalization straight to your door.”
Here’s how it works –
Step 1:
Visit the Color&Co website for a live video consultation from an independent, licensed professional colourist who will talk to you about your hair type and colour goals. This in-depth analysis allows colourists to understand each client’s unique hair qualities, including length, texture, and overall health. Clients who prefer to forego the live experience can achieve personalized results by responding to a questionnaire.
Step 2:
Color&Co analyzes your unique hair profile and desired results, then selects the base colour and adjusts depth & tone to create a unique custom blend. Once your personalized colour is determined, the details can be kept on file for easy re-ordering.
Step 3:
The personalized Color&Co Colorbox is sent to you with a 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,” says Guive Balooch, Vice President of L’Oréal’s Technology Incubator, an arm of L’Oréal’s Research & Innovation Division. “Hair colour 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 colour options for at-home application.”
Color&Co has enlisted professional stylists from around the country to comprise the Color&Co Collective. This community provides independent stylists with a flexible opportunity to supplement their incomes and reach new clients across the U.S. “I’m in the salon four days a week, so I take consultations either in between clients or on my days off,” says Kari Jefferson, a member of the Color&Co Collective from Houston, Texas. “The program is super flexible and has offered me the financial freedom that I need.”
Color&Co’s Single-Process and Premium Colorboxes start at $19.90 with the option to sign up for a recurring subscription service via the Color&Co website.