L’Oreal Makes Haircare Go Digital With Its Latest Launch

L’Oreal remains steadfast in its digital focus with its latest smart hairbrush called the Kerastase Hair Coach, slated to be launched at the global consumer technology tradeshow, CES 2017. The connected smart hairbrush will help detect the quality of the user’s hair as well as the haircare routine best suited for them, according to the company. The hairbrush, expected to retail for under $200 will be available for sale this fall at the Kerastase salons and also online. The hairbrush, also known as the Kerastase Hair Coach, will be powered by Nokia owned Withings and will contain a microphone that will listen to the sound of brushing in order to identify the specific hair types, an accelerometer and a gyroscope to analyze brushing patterns and count the number of brush strokes, and sensors to determine whether the hair is wet or dry. When it is connected to an application, the hairbrush can suggest to the user the ideal frequency for brushing their hair and whether they’re doing it the right way. The brush has a vibrating feature which activates in case someone is over brushing.

L’Oreal is currently the most digitally advanced company which constantly outdoes itself when it comes to technological innovation. The company spends over $1 billion annually over its research and innovation initiatives. Just last month it invested in an early stage fund that is managed by Partech Ventures, a venture capitalist firm based in Paris. In July, L’Oreal partnered with Founders Factory, a global digital and incubator based in London.

The company chalked out a plan for  large scale expansion of its online media in 2016 and announced some new digital upgrades or investments almost on a monthly basis throughout the year.

A few of the initiatives taken by the company in 2016 include: The introduction of a stretchable skin sensor designed to monitor ultraviolet light exposure via a wearable called My UV Patch, the roping in of five of the most influential YouTube beauty vloggers from the UK, also known as L’Oreal’s Beauty Squad, who joined forces with the brand’s global digital influencer, Kristina Bazaan, to help maintain L’Oreal Paris’ position as the ‘go-to’ digital beauty brand, and the global alliance with augmented reality app company Modiface to launch several beauty apps.

L’Oreal’s continuous digital upgrades are expected to strengthen its leadership position in the beauty industry even further, and these new initiatives might help the company in gaining market share in all its segments in the future.

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