Earlier this year, Henkel Beauty Care announced the debut Schwarzkopf Professional SalonLab, which was followed shortly by the launch of L'Oréal Professionnel's three-dimensional hair color try-on app, Style My Hair. Now, Wella Professionals is the latest to dip its toe in the pool of hair color customization.
Color DJ, Wella's new personalized hair gloss service, includes a one-on-one consultation that helps determine hair color, level of care and the product's scent. The information is then entered into the Color DJ device which produces hair color product. The product can reportedly be used at home or in the salon.
Laura Simpson, CMO of Coty Professional Beauty, recently told WWD, "Wella Color DJ is the world’s first in-salon device where the hairdressers have the opportunity to design and to produce ultra-personalized color masks. They do it digitally, and they can actually combine and create up to 60 billion different colors from this unique machine."
Color DJ has launched exclusively in England.
For an idea of how Color DJ works, check out this video on Wella's Facebook.