Look as young as you feel: L’Oréal introduces easy-to-use men hair color
27 Jun 2022 --- L’Oréal Paris has introduced the Men Expert One-Twist Hair Color, available in seven shades. The company’s first permanent hair color technique was developed especially for men to cover up gray hair and is said to be quicker, more natural-looking and more long-lasting.
One of the first external signs of aging for the majority of men is their hair turning gray, but many are not prepared. In fact, seven out of ten men with gray hair are concerned that it makes them look older, according to L’Oréal, and the majority prefer to look as young as they feel.
“When it comes to the natural process of graying hair, we know that this visible sign of aging can be accelerated by external factors, like stress. According to several studies, men have been shown to be more severely affected by graying than women,” says Lindsay Menzer, director of R&I hair color at L’Oréal.
Catered specifically for men
L’Oréal found that the top concerns for men when it comes to hair color are related to color lasting, natural look, anxiety about anticipated results and the possibility of a dirty or time-consuming process.
One of the first obvious signs of aging for the majority of men is their hair turning gray.Because of this, Menzer says that L'Oréal R&I spent five years developing the Men Expert One Twist hair color, to fit these needs.
“The easy-to-use, patented ‘one-twist’ tool helps men achieve the desired permanent long-lasting natural-looking result in five minutes. This mess-free application was co-designed and thoroughly tested with men around the globe,” she remarks.
Reactions and instructions
The men who have tried the product so far claim it is as fast and as easy as shaving. They agree that it will provide results that look natural. L’Oréal believes that Men Expert is less messy than the current top men’s hair color and it looks more natural.
Men Expert One-Twist Hair Color uses ammonia-free gel technology, which makes it easy to cover gray hair. To use the formula, twist, shake, apply and blend in for five minutes. The treatment can be used for up to six weeks.
Active in the field of hair care, L’Oréal launched two hair dyeing products that harness AI and other technologies to offer new levels of personalization. Coloright, as the line is called, makes it possible for individuals to try on various hair dyes virtually, while Colorsonic allows at-home users to apply hair dye mess-free easily.
In other developments, L’Oréal explored the internet-driven beauty of web3 with the emerging metaverse to reach a new generation of customers across its haircare, active cosmetics and mass consumer portfolio. It has been noted to enable web2 services such as skin diagnosis, teleconsultation and virtual try-on and is now taking a step toward the future of the internet.
Edited by Mieke Meintjes
