The company revealed that the product's relatively long R&D cycle involved a close collaboration between researchers, data scientists and tech engineers “to completely revisit and reinvent the hair-coloring experience,” said Barbara Lavernos, deputy CEO in charge of research, innovation and technology at L’Oréal.
Colorsonic is a lightweight, handheld device that uses an innovative, mess-free process to mix hair color and apply it evenly.
While the Colorsonic device is aimed at consumers for at home, L’Oréal also unveiled Coloright, an AI-connected hair color system for salon stylists. Both products were launched at this week’s Consumer Electronics Show (CES) in Las Vegas.
“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.
According to L’Oreal the impact of the COVID-19 pandemic on hair salon closures left many consumers with no choice but to dye their hair themselves. During this time the at-home hair color business grew by 6 percent.
L’Oreal said the Colorsonic was developed in response to these changing consumer needs. The device uses a custom mixer mechanism to combine a precise amount of developer and formula to create a hair color. It then dispenses the right dose of hair color and applies it to the hair via an oscillating nozzle of bristles as they move in a zigzag pattern to evenly distribute it on the hair.
The company said the oscillating nozzle was “tested rigorously” during the design process “to prevent leaking, over saturation and dripping.” The Coloright, meanwhile, uses an algorithm that leverages more than 1,500 custom shades possibilities to project desired shades, allowing for on-demand, customized hair color.
“L’Oréal’s BeautyTech leadership allows us to push the boundaries of tech multiplied by science for breakthroughs in more personalized, inclusive and sustainable beauty experiences” said Lavernos.