L’Oréal Paris introduces at-home hair colour service

L’Oréal Paris has launched a new at-home hair colour service, known as Haircolor Concierge, to help customers to confidently and conveniently colour their hair.

According to the company, 37% of US consumers who usually colour their hair in the salon coloured their hair at home for the first time ever due to Covid-19 pandemic.

L’Oréal Paris saw a 40% increase in hair colour inquires to their consumer care center over the past few months  and many of them have been inspired by spokeswoman Eva Longoria’s own at-home hair colour success story.

L’Oreal Paris SVP for marketing Maude Brunschwig said: “We are thrilled to introduce Haircolor Concierge and offer our consumers an on-demand hair colour platform designed specifically to meet all their hair colouring needs – when and where they want it.

“Haircolor Concierge combines innovative technology with the hair colour expertise and knowledge that only L’Oréal has to inspire, educate and empower our consumers.

“With more people colouring their hair at home than ever before, we want to be there for them every step of the way – because they’re worth it.”

Haircolor Concierge is a 24/7 hair colour platform with trained colour professionals who are available for texting or video chatting to help customers test out a new colour with virtual try-on tools.

Live help from professionals is available seven days a week on the company website or via the SMS service.

Haircolor Concierge enables people to make an appointment for a video consultation with an experienced hair colourist to take advice on product and shade selection. The team also helps throughout the colouring process, step-by-step.

Virtual Try-On & Diagnostic Tools allow customers to easily find their perfect shade of hair colour.

The instructional How-To’s and Q&A’s answer people’s doubts about colouring at home, while the platform’s trend articles teach colouring technique, with style-driven articles showcasing the latest colour trends.

L’Oréal Paris is the division of L’Oréal USA. It provides various brands such as Superior Preference, Féria, Excellence Crème, Elvive, the Ever Collection, Advanced Hairstyle, and Elnett Satin Hairspray.