L’Oréal’s Next Incubated Brand Personalizes the Hair-coloring Process

L’Oréal’s latest incubated brand, Color & Co, wants to personalize the at-home hair coloring experience. Color & Co makes customized hair kits that target people who color their own hair at home. Through a combination of a 10-minute, video-chat consultation with a professional stylist and an internally built algorithm, the business creates personalized color processes, including dye, developer, conditioner and directions, that are mailed to a consumer’s home within three days. The business, which is 100 percent owned by L’Oréal but run out of a headquarters two blocks from the beauty giant’s Hudson Yards office, plans to launch its direct-to-consumer offering in the U.S. on May 8. Eventually, the business is expected to roll out globally. “The idea was to put an end to unpredictable color results that a lot of users go through when they go and get box color on the shelf. They scarcely get what’s on the box…if you’re a brunette, you’re a blonde, you won’t get the same results,” said Olivier Blayac, general manager of Color & Co. To use Color & Co’s service, which starts at $19.90, customers can video chat with screened color experts, who then prescribe the appropriate formulation. The products are then created in-house using L’Oréal

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