Consumers can now’try on’L'Oreal's custom hair colour

摘要

FRANCE LOreal has added a new feature to its personalised hair colouring tool Color&Co.The service allows customers to create a personalised base colour and tone to use at home after a live consultation with a professional stylist.However,the brand's new See Yourself in Color option allows users to virtually see their new hair colour before purchasing it.The service rivals Wella Professionals’in-salon personalised Colour DJ service,which launched in April 2018.Commenting on the service,L'Oreal's Technology Incubator VP,Guive Balooch,said:”Beauty consumers are asking us for increasingly personalised experiences and we saw a real opportunity to innovate in this cornerstone of our business.”The French beauty giant first launched its personalised hair platform in May.