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Earlier this year, L’Oreal introduced a revolutionary new hair gadget that made our Best of CES 2024 list: Colorsonic, a hair coloring device that lets you apply permanent hair color right at home, without any mess.
Previously only available on the beauty company’s website, L’Oreal Colorsonic is now available to purchase in stores and online at Target, on sale through September 2 for just $93.75 (reg. $125) during Target’s Labor Day savings event. Select cartridges are also on sale for a limited time for $29.99 (reg. $32.49) and include enough product for a full application or three touch-ups, plus post-color conditioner. The color cartridges are currently available in 20 shades — three black, five blonde, 10 brunette, and two brunette/red — with formulas that are free of ammonia, parabens, phthalates, SLS, SLES, and silicones. L’Oreal plans to eventually offer up to 40 color options.
At CES 2024 (where L’Oreal was the keynote speaker), brand ambassador Eva Longoria helped introduce the Colorsonic at-home hair dryer, calling it “a life-changing device, a game” during her video demonstration.
“It's not lockdown anymore, but I'm still dyeing my hair at home,” she said Desperate Housewives star told the crowd in a pre-recorded iPhone video at CES 2024. “Sometimes I was a little bit afraid of it because it's kind of production-y, you have to take out your gloves, you have to take out a towel that you're going to sacrifice in case something drips… but those days are over. Today I'm using L'Oreal's Colorsonic, an automatic coloring brush. It's a coloring machine, so the color mixes itself and all I have to do is spread it. It's so easy and my hands aren't even dirty. It's amazing… and it's so easy to get the back [of your hair] Now [and] What used to take 30 minutes at my house now takes five.”
Here's how it works: Insert the color cartridge into the Colorsonic, press the button, and comb the device through your hair for instant results. According to L'Oreal, the gadget's bristles “separate and saturate each strand of hair and distribute color evenly, even in hard-to-reach areas.” The device works on all hair textures, lengths, and types, and indicator lights let you know when the cartridge is low or the device's battery is low.
L’Oreal first announced the device at CES 2022 and finally unveiled it at this year’s tech convention.
Once the Labor Day sale is over, Target shoppers can still save 5 percent on the newly launched Colorsonic. Members of the retailer’s Circle loyalty program, which is free to join, get 5 percent off almost any purchase; create an account with your name and email address here. Another perk when shopping at the mass retailer? Online purchases are eligible for free local pickup via Target’s Drive-Up or in-store (so you might as well check it off your shopping list).
Shop the new L’Oreal Colorsonic and select cartridges below, and check out the full range at Target here.
L'Oreal Paris Colorsonic Hair Coloring Device
L'Oreal Paris Colorsonic Hair Color Cartridge 7 Natural Dark Blonde
L'Oreal Paris Colorsonic Hair Color Cartridge 6G Light Brown Gold
L'Oreal Paris Colorsonic Hair Color Cartridge 10 Light Natural Blonde
L'Oreal Paris Colorsonic Hair Coloring Cartridge 1 Black
