THE WHAT? L’Oréal has unveiled its new L’Oréal Water Saver sustainable hair care system at CES 2021, which is targeted at both the salon and at-home haircare markets.
THE DETAILS Created in partnership with environmental innovation company Gjosa, the system offers a new way to wash hair while reducing water waste by up to 80 percent. An at-home shower device will launch at a later date.
According to a press release, the system combines ‘high-powered water-optimizing technology with specially designed haircare products from L’Oréal Professionnel and Kérastase that flow directly into the water stream.’
Using Gjosa’s core water-optimizing technology that applies the principle of fractioning used in rocket engines to water flows, water droplets collide according to a defined direction and uniform distribution.
This is then said to reduce their size and accelerates their speed, “ensuring every drop of water is used in the hair washing and rinsing process while making shampoos, conditioners, and other treatments easier to rinse.”
The system, which also includes Cloud Cleansing, a new haircare experience, as well as data dashboard and impact reporting, is currently available in select L’Oréal stores in New York, and is set for a global rollout during 2021 and 2022.
THE WHY? Ticking both the sustainability and tech-innovation boxes, L’Oréal is covering all bases with its target audience for the Water Saver system, with the at-home haircare market booming due to the ongoing lockdown measures as a result of the pandemic.
Nicolas Hieronimus, Deputy CEO, L’Oréal Group, said, “We believe it is our responsibility at L’Oréal to do our part to preserve the earth’s natural resources. Every drop of water is precious, and our new technology makes every drop of water count.
“L’Oréal Water Saver represents the next phase of our beauty tech ambition—one that delivers an exceptional personalized beauty experience while embodying our commitment to sustainability in every aspect of our business.”