L’Oréal Paris is shaking up the at-home hair colour market with the launch of an automated brush device that delivers root-to-tip application in just five minutes.
Colorsonic, which took a decade to develop, automatically mixes dye and developer in a “perfect ratio” to deliver “long-lasting colour” for consumers, said the French beauty giant.
Mimicking the motion of brushing your hair, the handheld device is designed to separate and saturate every strand, with bristles that move 300 times per minute to “distribute colour evenly”.
Colorsonic’s speed can also be adjusted so the right amount of formula is deposited via the brush depending on the user’s hair length, type and texture.
The device has more than 29 patents and claims to provide 100% grey coverage and up to two times less breakage during application.
Ali Goldstein, President of L'Oréal Paris USA, said Colorsonic is a “true gamechanger” for the category, “bringing cutting-edge technology to hair colour”.
An accompanying multi-usage hair colour cartridge has been launched alongside Colorsonic, which delivers either one full hair colour or three root touch-ups.
The cartridges are available in 20 shades and use less plastic per application than traditional box hair colour, said L’Oréal in a statement.
The formulas are free of ammonia, silicones, parabens, SLS, SLES and phthalates.
L’Oréal claims it “eliminates the need for separate single-use plastic dye and developer bottles”.
The company has also provided reusable gloves in the device box to remove the need for single-use gloves.
Colorsonic is US$124.99, while the colour cartridges are $29.99 each.
The device is available to buy on colorsonic.com now or via select Target stores from July.
L’Oréal has been ramping up its R&D, with the French beauty giant having unveiled new developments in skin technology for product testing and development.
A new content creation tool powered by generative AI was also unveiled.