THE WHAT? Following unprecedented demand for hair colorants during COVID-19 quarantine, L’Oréal Paris has announced the launch of its new Haircolor Concierge service. 

THE DETAILS The service is a 24/7 hair color platform that allows consumers to text or video chat with a trained color professional seven days a week, as well as test out a new color with virtual try-on tools.

Maude Brunschwig, SVP, Marketing, L’Oréal Paris, said, “We are thrilled to introduce Haircolor Concierge and offer our consumers an on-demand hair color platform designed specifically to meet all their hair coloring needs – when and where they want it.”

Features include a live chat, appointment making system, virtual try-ons and diagnostic tools, Q&As and how tos, and trend articles. 

THE WHY? The launch of the new service follows the huge surge in demand for at-home hair colouring during coronavirus lockdown measures, with L’Oréal Paris reporting a 40 percent increase in hair color inquires to its Consumer Care Center over the past few months.

Brunschwig continued, “Haircolor Concierge combines innovative technology with the hair color expertise and knowledge that only L’Oréal has to inspire, educate and empower our consumers. With more people coloring their hair at home than ever before, we want to be there for them every step of the way – because they’re worth it.”