New hair colour trends
On their quest for increasingly unique and sophisticated hair colour trends, consumers are turning, more and more, to professional hairdressers. The Professional Products Division responds to them by staying a step ahead of trends and co-developing cutting-edge products and unique techniques.
The number of Google searches about hair colour in 2017 outnumbered those related to makeupx. This is clear proof of consumer enthusiasm, which has only continued to grow over the last few years: hair colour has become a means for consumers to express their identity, personal style and belonging to a community. Trends – which take inspiration from the world of makeup – are becoming increasingly sophisticated and distinctive: pastel, multicoloured, ombré, etc. These techniques, which professionals have mastered best, firmly place hairdressers and haircare brands at the heart of this movement.
4 trends on social networks
The nude look, with contouring x or sombré
Ombré or shimmer hair colour
Pastel shades popular among Millennials (#pastelhair and #mermaidhair)
“Pastelage” (pastel + balayage): 1,700 mentions on social networks x
To learn more, try L’Oréal Professionnel’s Flash Trend Alert
Co-developing products with professionals
To launch new products, the Professional Products Division favours co-creation with the best stylists. They work together to develop new colours and techniques in line with emerging trends.
In the spring of 2017, L’Oréal Professionnel invited 40 celebrated colourists to be involved in every stage of development of a new product: prototype, use techniques, test workshops and training tutorials. Colorful Hair, Shimmer, Flash, Pastel Hair, and SmartBond were also developed through co-creation.
L’Oréal: a hair colour trend incubator
To create tomorrow’s trends, L’Oréal builds creative partnerships with innovative professionals. Redken, the haircare brand inspired by New York style, works with two star hairstylists – Guido Palau, key figure during fashion shows, and Josh Wood, one of the most sought-after colourists in the world – to create unique looks and share them on social networks each month.
“Creating a trend isn’t about creating a model to be copied. It’s about giving form to the spirit of the times, setting a tone all Redken artists can take inspiration from to stay a step ahead and create new, incredibly modern colours.”Listen to Josh Wood, Global Colour Artistic Director at Redken, talk about hair colour and how he develops tomorrow’s trends.
To share its knowledge of trends with hairdressers, L’Oréal Professionnel created Flash Trend Alert, which sends out a message when a new trend has been identified on social networks.
