Update (7/25/2024): L'Oréal Paris' Colorsonic color device ($124.99) has launched exclusively at 1,000 Target stores and at the retailer's website. Here's everything we know about the launch and a timeline of the technology's development.
Log in to view the full article
Update (7/25/2024): L'Oréal Paris' Colorsonic color device ($124.99) has launched exclusively at 1,000 Target stores and at the retailer's website. Here's everything we know about the launch and a timeline of the technology's development.
The device allows consumers of any hair type, length and texture color their hair easily "by automatically mixing dye and developer in a perfect 1:1 ratio with the press of the button."
Consumers will have a choice of 20 color cartridge options ($29.99 each) at launch.
The device and color cartridges are being merchandised in a unique shelf structure co-developed with L'Oréal Paris and Target.
Ali Goldstein, president of L'Oréal Paris USA, says, "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."
"We know consumers look to Target to find what's new and what's next and that's exactly what L'Oreal 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."
Update (6/5/2024): More than two years after its debut at CES, L'Oréal Paris has launched its at-home hair coloring device, Colorsonic, which is available online at www.colorsonic.com; in July 2024, the device will expand exclusively at select Target stores and the retailer's ecommerce site.
The Colorsonic device retails for $124.99, while its color cartridges (available in 20 shades) retail for $29.99.
Colorsonic "combs" color into the hair for full saturation using bristles that move 300 times per minute. These bristles adjust their speed to deposit the right amount of formula for all hair types, per the company.
In this way, coloration takes five minutes, offering long-lasting gray coverage with as much as 2x less breakage, per brand claims.
Colorsonic cartridges reportedly use less plastic per application than traditional box hair color. It also replaces single-use gloves with
"What has remained consistent since L'Oréal invented permanent hair color more than 100 years ago is our dedication to high-performance, research-backed innovation for superior performance," said Ali Goldstein, president of L'Oréal Paris USA. "Colorsonic is a true gamechanger for the category, bringing cutting-edge technology to hair color, and is a testament to L'Oréal Paris' unwavering commitment to delivering the highest quality results in the comfort of your own home."
Previously (1/3/2022): Ahead of CES 2022, the consumer technology association trade show, the L’Oréal Group unveiled its latest beauty technologies for the hair color category. Colorsonic is a lightweight, handheld device that uses a mess-free process to mix hair color and apply it evenly—delivering consistent color results for consumers at home. Coloright is an AI-connected hair color system for salon stylists that uses a virtual try-on function to project desired shades along with an algorithm that can support on-demand, customized hair color with more than 1,500 custom shade possibilities.
Previously: Patent Pick: L'Oréal's Semi-permanent Hair Styler
Colorsonic
Colorsonic uses a custom mixer mechanism to combine a precise amount of developer and formula to create hair color. The device then dispenses the right dose of hair color and applies it to the hair via an oscillating nozzle of bristles as they move in a zigzag pattern to evenly distribute it on the hair. In five steps, the consumer can:
- Select a hair color from 40 shades on the Colorsonic website. The ammonia-free hair color kit is conveniently shipped directly to homes.
- Load the color cartridge into the device for on-demand color mixing. The color and developer are kept separate until the device is turned on, a critical component to preserving the color and keeping it fresh.
- Brush hair using the device from roots to ends for uniform color application. The oscillating nozzle—tested rigorously to prevent leaking, over saturation and dripping—moves 300× per minute to cover hair quickly. An attachment is also included for those with long hair (shoulder length or longer).
- Wait 30 min. Then, rinse and style.
- Remove the cartridge from the device and store the remaining color for easy touch-ups and gray coverage, any time.
The unveiling of Colorsonic is a continuation of L’Oréal’s commitment to delivering personalized beauty experiences rooted in sustainability. Features that reflect this commitment include: post-consumer recycled plastic; reusable gloves; and reduced shipping packaging.
L’Oréal plans to launch Colorsonic to consumers in the United States beginning in early 2023.
Coloright
As previously stated, Coloright is an AI-connected hair color system for salon stylists that creates on-demand, customized hair color.
The machine features a reader, which analyzes the client’s hair, measuring factors that influence color’s effectiveness, including hair color, gray percentage, length and density; and a dispenser that contains dry beads consisting of hair dye, accompanied by cartridges of base creams, developers and diluters.
Together, the dispensed components create a personalized hair color recipe. The ultra-precise machine dispenses all the components of the formula and, in total, Coloright can provide more than 1,500 custom possibilities.
