CES 2022: L'Oréal reinvents home hair coloring

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·2-min read
L'Oréal is showcasing its Colorsonic handheld home hair coloration device at CES 2022 in Las Vegas.
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  • CES 2022
    CES 2022
  • Tech
    Tech

At CES 2022 in Las Vegas, cosmetics giant L'Oréal is showcasing a brush-like concept that aims to make home hair coloring easier. Called "Colorsonic," this new handheld device helps ensure even color -- with no drips, mess or waste -- in five simple steps.

ETX_Studio · CES 2022: L'Oréal reinvents home hair coloring

If the covid-19 lockdowns taught us one thing, it's that men and women are clearly reliant on hair salons when it comes to hair coloring. As many people found out, the DIY alternative is a limited and often messy process that hasn't really changed in decades... until now. L'Oréal is hoping to change the game with its latest high-tech innovation -- a brush that applies hair color evenly.

The concept is simple. All you have to do is pick the color of your choice from among 40 shades available on the Colorsonic website, then wait for your kit to be delivered at home. Instead of the traditional pouches and bottles, consumers will receive a cartridge that loads directly into the device. Then all that's left to do is turn on the brush, wait for it to mix the color and the developer, and then brush the hair from root to tip with no fear of leaks, drips, patchiness or potentially excessive saturation. Wait for 30 minutes, rinse, style, and it's done. Finally, remove the cartridge and keep it for any future touch-ups.

L'Oréal has made sure that this new concept is also more sustainable than current hair colors thanks to recyclable cartridges and reusable gloves. However, anyone eager to give this gadget a try will have to be patient. Colorsonic isn't slated for release before early in 2023 in the United States.

Christelle Pellissier

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