New L’Oréal Colorsonic Hair Coloring Handheld Unveiled

New L’Oréal Colorsonic Hair Coloring Handheld Unveiled

Just announced Monday, the new L’Oréal Colorsonic hair coloring handheld device is a breakthrough in design

French personal care company L’Oréal has unveiled their new L’Oréal Colorsonic hair coloring handheld at this year’s Consumer Electronic Show. Their latest beauty tech innovation reinvents the consumer haircoloring experience through user-design breakthroughs for both in-home and at the salon.

L’Oréal has the industry’s oldest haircoloring history, having produced the world’s first safe and synthetic hair color formulation more than a century ago and creating a $10 billion dollar industry. Now a century later, L’Oréal reaffirms its leadership in haircoloring by revolutionizing the market with two groundbreaking inventions that combine state-of-the-art technology with the most accurate color formulation.

The L’Oréal Colorsonic hair coloring handheld appears to look similar to other hair styling devices as the top half contains a nozzle with bristles, while the bottom stores a recyclable cartridge that contains the mix of developer and dye formula. The wand-like device then mixes and dispenses the correct amount of hair color on the bristles which oscillate over 300 times a minute.

Meant to simplify the hair coloring process, the L’Oréal Colorsonic is easy to function as the user can just turn on the device, brush it through their hair, and get even and exact application of color. L’Oréal does claim that those with dark hair color will still require bleach beforehand, as the Colorsonic device only handles the process of coloration.

According to Guive Balooch, the global vice president of L’Oréal’s Technology Incubator, the Colorsonic has been in the works for several years, with a majority of them focused on the oxidative formula capability with the handheld device. Balooch stated the L’Oréal Colorsonic hair coloring handheld was tested on over 400 people in the United States and abroad, all of whom had different types of hair and lengths.

The Colorsonic color options will be unrestricted, and the company’s idea is to incorporate “daring” colors, with more to be added in the future. Also as a bonus, each cartridge uses 54% less plastic than traditional in-home hair dye kits. Pricing has not been confirmed but the product is aiming to launch under the L’Oréal Paris brand sometime in early 2023.

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