06.27.22
According to L’Oréal, seven in 10 men who have grey hair worry that it makes them look older and the majority want to look as young as they feel. For them, the company has rolled out new L’Oréal Paris Men Expert One-Twist Hair Color, the brand's first permanent hair color technology created specifically for men.
"Backed by over 100 years of R&I knowledge, L'Oréal Paris Hair Color leads with science to answer consumer insights in everything we create,"noted Lindsay Menzer, director of R&I hair color, L'Oréal. "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 woman."
L'Oréal Paris found that the top concerns of men pertaining to hair color included fear of color lasting or appearing natural, anxiety over anticipated results, and the possibility of a messy or time-consuming process.
"After five years of extensive research focused on making hair color specifically for men, L'Oréal R&I developed Men Expert One Twist," notes Lindsay Menzer, Director of R&I Hair Color, L'Oréal. "The easy-to-use, patented 'one-twist' tool helps men effortlessly achieve the desired permanent long lasting natural looking result in only five minutes. This unique, mess-free application was co-designed and thoroughly tested with men around the globe to ensure that we were bringing true innovation to the market. "
The formulation is ammonia-free gel technology. Users twist, shake, apply and in 5 minutes undetectable grey coverage blended for up to 6 weeks. It is available in seven shades.
With the launch, L’Oréal Paris is taking on the clear leader in men’s grey coverage, Combe’s Just For Men brand.
The company has tapped brand ambassador Nikolaj Coster-Waldau to promote the new line.
"Backed by over 100 years of R&I knowledge, L'Oréal Paris Hair Color leads with science to answer consumer insights in everything we create,"noted Lindsay Menzer, director of R&I hair color, L'Oréal. "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 woman."
L'Oréal Paris found that the top concerns of men pertaining to hair color included fear of color lasting or appearing natural, anxiety over anticipated results, and the possibility of a messy or time-consuming process.
"After five years of extensive research focused on making hair color specifically for men, L'Oréal R&I developed Men Expert One Twist," notes Lindsay Menzer, Director of R&I Hair Color, L'Oréal. "The easy-to-use, patented 'one-twist' tool helps men effortlessly achieve the desired permanent long lasting natural looking result in only five minutes. This unique, mess-free application was co-designed and thoroughly tested with men around the globe to ensure that we were bringing true innovation to the market. "
The formulation is ammonia-free gel technology. Users twist, shake, apply and in 5 minutes undetectable grey coverage blended for up to 6 weeks. It is available in seven shades.
With the launch, L’Oréal Paris is taking on the clear leader in men’s grey coverage, Combe’s Just For Men brand.
The company has tapped brand ambassador Nikolaj Coster-Waldau to promote the new line.