06.27.22
L'Oréal Paris has introduced its first permanent hair color technology created specifically for men—Men Expert One-Twist Hair Color.
Powered by an ammonia-free gel technology, grey coverage is easy with Men Expert One-Twist Hair Color: just twist, shake, apply and in five minutes undetectable grey coverage is blended for up to 6 weeks.
The product is available in 7 shades, which can be easily selected by visiting the exclusive shade matcher tool online.
"After five years of extensive research focused on making hair color specifically for men, L'Oréal R&I developed Men Expert One Twist," notes Lindsay Menzer, director of R&I Hair Color, L'Oréal. "The easy-to-use, patented 'one-twist' tool helps men effortlessly achieve the desired permanent long lasting natural looking result in only five minutes. This unique, mess-free application was co-designed and thoroughly tested with men around the globe to ensure that we were bringing true innovation to the market. "
L'Oréal Paris Men Expert One-Twist Hair Color made its debut with a new advertising campaign earlier this year featuring brand ambassador Nikolaj Coster-Waldau.
Powered by an ammonia-free gel technology, grey coverage is easy with Men Expert One-Twist Hair Color: just twist, shake, apply and in five minutes undetectable grey coverage is blended for up to 6 weeks.
The product is available in 7 shades, which can be easily selected by visiting the exclusive shade matcher tool online.
Addressing Top Concerns for Men
L'Oréal Paris found that the top concerns of men pertaining to hair color included fear of color lasting or appearing natural, anxiety over anticipated results, and the possibility of a messy or time-consuming process."After five years of extensive research focused on making hair color specifically for men, L'Oréal R&I developed Men Expert One Twist," notes Lindsay Menzer, director of R&I Hair Color, L'Oréal. "The easy-to-use, patented 'one-twist' tool helps men effortlessly achieve the desired permanent long lasting natural looking result in only five minutes. This unique, mess-free application was co-designed and thoroughly tested with men around the globe to ensure that we were bringing true innovation to the market. "
L'Oréal Paris Men Expert One-Twist Hair Color made its debut with a new advertising campaign earlier this year featuring brand ambassador Nikolaj Coster-Waldau.