L'Oreal's Colorsonic Disrupts Target's Hair Color Aisle
L’Oreal Paris has launched an innovative hair color device and line of cartridges, dubbed Colorsonic, exclusively at Target stores and the retailer’s website.
The Colorsonic device and hair color cartridges were developed and incubated by L’Oreal for 10 years as the brand sought to bring technology to the at-home hair color category that has seen “little disruption” over the past 115 years, according to a media release from L’Oreal. The device aims to simplify the hair coloring process by automatically mixing dye and developer in a 1:1 ratio with the press of the button.
L’Oreal said it chose to launch the product exclusively at Target because the offerings align with the retailer’s “Expect More, Pay Less” motto as well as its efforts to draw consumers into stores by adding more “diverse, innovative, sustainable and affordable brands” for shoppers to discover, per the release.
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To elevate the new product launch in stores, L'Oreal worked “hand-in-hand” with the Target store merchandising team to develop a display/in-store experience that “shakes up the hair color aisle,” the brand said in the release.
The collaboration resulted in an account-specific gondola endcap and shelf structure that invites shoppers to “Pick, Pop, Press,” meaning they'll pick a desired shade from one of 20 options by scanning a QR code depicted on the display, pop the color in their device and press on hair to apply at home.
"We know consumers look to Target to find what's new and what's next, and that's exactly what L'Oreal Paris is delivering with Colorsonic," Rick Gomez, Target's chief commercial officer, said in the release. "I'm proud of this exclusive partnership, because this represents another big step forward for our beauty business as Target invests in the kind of products and services to help consumers engage, discover, play, learn, and shop."
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Ali Goldstein, president of L'Oreal Paris USA, added, "L'Oreal Paris has remained steadfast in its dedication to pushing the envelope and innovating to better serve our consumers, which is now more evident than ever with the introduction of Colorsonic. Exclusively launching the product online and in-stores at Target was the natural next step as Target is known for its game-changing offerings that make lasting impacts on their shoppers."
The Colorsonic device ($129.99) and the color cartridges ($29.99) are available now at Target.com and in 1,000 Target stores nationwide.