The brand leading the next generation of tech x beauty experiences just debuted its Color&Co virtual consultation platform, enabling on-demand personalized hair color advice as well as custom formula blends shipped to home to level up the box customer experience

The beauty industry today continues to merge with technology, as more cosmetics and personal care retailers turn to tools like augmented and virtual reality to deliver customers enhanced product discovery, remote trial, personalized consultations and tutorials, and much more. One relatively unexplored category within beauty, however, remains hair, something mega brand L'Oreal is working to change.

The company has been leading the edge of tech x beauty, from wearable skin devices that analyze customers' sweat and recommend personalized products for their biology, to machine-learning algorithms that can customize exact foundation shades. Its latest venture is poised to disrupt the yet untapped possibilities within at-home hair coloring, helping upgrade the DIY customer experience through personalized virtual consultations and custom formula blends with its Color&Co platform.

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