L'Oréal's newest beauty gadget, Colorsonic, is a lightweight, handheld device that uses an innovative mess-free process to mix hair color and apply it evenly, providing users with consistent results when coloring their hair at home. The idea of the device is to simply turn it on, run it through your hair and get the perfect hair colour.
L'Oréal developed Colorsonic in response to the COVID-19 pandemic that caused the temporary closure of many hair salons. According to the company, many consumers experienced the challenges of a home hair coloring process that has remained virtually unchanged for decades.
“After years of research and development, we are thrilled to unveil technologies ahead of this year’s Consumer Electronics Show that modernize the experience for millions of people worldwide who color their hair at home and in the salon,“ said Guive Balooch, Global Head of Research and Innovation’s Tech Incubator at L’Oréal. “We aim to leverage science and technology to solve age-old problems for consumers, and Colorsonic is a great example of the power of innovating for consumers by innovating with consumers.”
Colorsonic uses a special mixing mechanism for hair dye. The device then dispenses the exact amount of dye and applies it to the hair via an oscillating nozzle of bristles, which move in zigzags to distribute it evenly on the hair. In five steps the user only needs to:
- Select a haircolor out of 40 shades on the Colorsonic The ammonia-free haircolor kit is conveniently shipped directly to homes.
- Load color cartridge into 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 device from roots to ends for uniform color application. The oscillating nozzle—tested rigorously to prevent leaking, over saturation, and dripping—moves 300 times per minute to effectively cover hair quickly. An attachment is also included for those with long hair (shoulder length or longer).
- Wait 30 minutes. Then rinse, style, and go.
- Remove cartridge from device and store the remaining color, for easy touch-ups anytime. The cartridge system allows Colorsonic to store the remaining color for touch-ups and gray coverage.
L'Oréal plans to launch Colorsonic in the U.S. in early 2023. The gadget will be marketed under the L'Oreal Paris brand. Prices are still being determined, and the cartridges will be sold separately.
