In response to a 40% increase in hair color inquires to the consumer care center at L'Oréal during the pandemic, the brand launched a 24/7 hair color platform called Haircolor Concierge.
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According to L'Oréal, consumers will be able to text or video chat trained color professionals seven days a week. The availability of virtual try-on tools allows consumers to test out a new color.
Features of the platform include:
- Live chat
- Make an appointment
- Virtual try-on and diagnostic tools
- How-to's and Q&A's
- Trend articles
Maude Brunschwig, SVP, marketing, L'Oreal 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. 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."
