L'Oréal's new brand, Color&Co, just launched -- and it delivers personalized at-home hair color.
Color&Co customers are able to achieve exceptional at-home color results, supported by on-demand colorist consultation and expert advice. The products utilize "a unique combination of advanced technology and human expertise," the brand states.
Color&Co's general manager, Olivier Blayac, "We saw an opportunity to reinvent the at-home hair color experience. 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."
Blayac continues, "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."
eSalon was the first brand to change the hair color game back in 2010 -- and the brand expanded globally in 2014. eSalon is still a success story -- it keeps winning Allure's 'Best of Beauty Awards.
Color&Co Promises Exceptional Results
Color&Co's team specially mixes a personalized formula for each customer, after a home consultation via a video or by filling out a highly accurate online questionairre.
During the free video consultation, an independent, licensed professional colorist talks to you about your hair type and color goals. This in-depth analysis allows colorists to understand each client's unique hair qualities, including length, texture, and overall health.
The Color&Co team analyzes your unique hair profile and desired results, then selects the base color and adjusts depth and tone to create a unique custom blend. Once your personalized color is determined, the details can be kept on file for easy re-ordering; a subscription is also available.
Customers receive a personalized Colorbox, with your custom-blended formula and personalized application instructions.
Guive Balooch, vice president of L'Oréal's Technology Incubator, "Beauty consumers are asking us for increasingly personalized experiences, and we saw a real opportunity to innovate in this cornerstone of our business."
Balooch continues, "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."
Recruiting Stylists for Live Consultations
Color&Co enlisted top professional stylists from around the country to comprise its expert Color&Co Collective—licensed salon colorists who are available for real-time video consultation with clients.
This community provides independent stylists with a flexible opportunity to supplement their incomes and reach new clients across the U.S. The Color&Co Collective is growing and welcomes interested hair professionals to join.
"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."
Photo: (L) via Instagram / @colorandco (R) via ColorandCo.com