It was all champagne and sugar – not to mention hair coloring – at L’Oréal Paris’ event at Ladurée Soho celebrating its new product, Superior Preference Mousse Absolue, the first at-home, automatic and reusable color system.
“Last year we did an in-depth market study of over 1,000 women who used an at-home hair color. The consistent piece of feedback we found was that they thought of their product like a seventh grade chemistry set which gets dumped out on their counter and then they try to figure out what steps come next,” said Cassie Perlman, Senior Marketing Manager, for the brand. “We wanted to make the hair color process more automatic so we’ve combined two components with the click of a button.”
Taking direction from cosmetic and skin care companies which believe in dual- chamber airless activation/preservation systems, and combining that with advanced Japanese technology, it’s not surprising it took L’Oréal Paris 10 years to create the finished product.
“We had the modern woman in mind when we developed this. She’s constantly on the go, juggles a million tasks in her life and so absolute simplicity is her new luxury. She wants to reduce the amount of things she has to think about and wants simple, sleek solutions that respond in a simple click, like getting groceries delivered to her apartment, making coffee instantly on her Nespresso, or ordering car service from her smart phone. These are the innovations women love today and so we took this insight and brought it into hair color because we saw the market had yet to respond to this way of thinking or lifestyle.”
Mousse Absolue is really an existing formula, one that’s 100 years old. It’s the packaging and delivery system that’s new. The product contains 43 raw materials and 26 components, and according to Cassie, the hardest part to perfect was the dye and developer ratio. “The two formulas have a very different viscosity,” she said. “Dye is more liquid and is thinner, whereas developer is thicker. What our patenting engineers had to do was calibrate the individual gas pressure inside of each chamber to make sure the formulas came out at the appropriate ratio every single time the button was pressed.”
The second innovation, according to the company, is the product’s reusability. “Once you mix a dye and developer together, due to safety reasons, you can’t keep that formulation together. Mousse Absolue lets you keep it up to a year and allows you to do a second full application or touch ups or cover your roots because it’s the same color you used before,” Cassie added. She also pointed out that before, when you mixed hair product together, it started oxidizing the minute it hit the air.If it took 30 minutes to apply, you were losing color and potency, which doesn’t happen here.
“This is a new category that our other products didn’t offer to the consumer which will allow us to go after a new at-home hair color consumer,” Cassie went on to explain. “The woman who’s been doing her hair color for the past 40 years knows how to do it, mix it, and apply it. This product isn’t for her. This is for someone who is entering the hair color category for the first time and wants something simple, easy and who doesn’t have to worry about mixing it correctly.” L’Oréal Paris hopes their other customer is the salon goer, or what they call the “duel user” who will want this for root coverage, touch-ups or to hide her gray.
“A great technology won’t survive if there’s no one that it appeals to,” Cassie added, a concern L’Oréal Paris won’t have to worry about.
Curated by L’Oréal Paris Expert Colorist Christophe Robin, the 16 shades are available this month for $14.99.