Color&Co personalized hair color was an American direct-to-consumer hair color brand that was a subsidiary of L'Oréal. L'Oreal suddenly discontinued the brand in March 2022 and shuttered the website. It was reported that many customers had negative outcomes after taking the colorists' advice.
 | |
| Company type | Public |
|---|---|
| Founded | May 2019 |
| Headquarters | New York, New York , United States |
Area served | United States |
| Products | Hair color |
| Parent | L'Oréal |
| Website | colorandco |
Color&Co enabled women and men to consult one-on-one with an independent colorist via live video, and create personalized at-home hair coloring kits based on the colorist's guidance and the consumer's preferences.[1][2]
Background
editColor&Co was founded independently in 2017 by a collective of colorists and tech engineers from L'Oreal Research and Innovation. It was developed within L'Oréal's Technology Incubator.[3] Color&Co launched online in May 2019.[4] Consumers complete a questionnaire to select their hair color or consult with an independent colorist via real-time video chat.[5] Based on the results of the questionnaire, or the outcome of the consultation, Color&Co selects a base color, and adjusts the depth and tone of the shade to create a "Colorbox" which is shipped to the consumer.[6]
References
edit- ^ Collins, Allison (2019-05-08). "L'Oréal's Next Incubated Brand Personalizes the Hair-coloring Process". WWD. Retrieved 2019-07-10.
- ^ "L'Oréal Just Launched a Hair-Colorist Hotline, and We're Here For it". Allure. Retrieved 2019-07-09.
- ^ Gleason-Allured, Jeb. "L'Oréal Incubator Unveils ColorCo Startup". Global Cosmetic Industry. Retrieved 2019-07-10.
- ^ "L'Oreal launches custom hair color product direct to consumers". adage.com. 2019-05-08. Retrieved 2019-08-02.
- ^ Kurnick, Annie (2019-07-30). "18 Tried-and-True Hair Color Brands You Can Trust for Your Most Vibrant Dye Job". StyleCaster. Retrieved 2019-08-02.
- ^ "L'Oreal Launched A New Tool Where Colorists Give Personalized Advice WHILE You Dye Your Hair". Bustle. Retrieved 2019-07-10.