L'Oréal has added a new feature to its personalised hair colouring tool Color&Co.
However, the brand’s new See Yourself in Color option allows users to virtually see their new hair colour before purchasing it.
The service rivals Wella Professionals’ in-salon personalised Colour DJ service, which launched in April 2018.
Commenting on the service, L'Oréal’s Technology Incubator VP, Guive Balooch said: “Beauty consumers are asking us for increasingly personalised experiences and we saw a real opportunity to innovate in this cornerstone of our business.”
The French beauty giant first launched its personalised hair platform in May.
User’s details are kept on file to easily reorder their colour.
Color&Co’s General Manager Olivier Blayac added: “We knew that up to 70% of at-home color users don’t know exactly what hair colour works for them and worry about unpredictable colour results. We wanted to fix that problem.”
He continued: “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.”
Prices for Color&Co’s service start from US$19.99.