L’Oreal has launched a sustainable haircare system, L’Oreal Water Saver, developed in partnership with Gjosa, targeting both salons and consumers’ at-home beauty routines.
L’Oreal Water Saver reduces water use by up to 80 per cent and has a patented ‘Cloud Cleansing formula’ which uses haircare products from L’Oreal Professionnel and Kerastase that flows directly into the water stream.
“We believe it is our responsibility at L’Oreal to do our part to preserve the earth’s natural resources. Every drop of water is precious, and our new technology makes every drop of water count,” said Nicolas Hieronimus, deputy CEO, L’Oreal Group.
“L’Oreal Water Saver represents the next phase of our beauty tech ambition — one that delivers an exceptional personalised beauty experience, while embodying our commitment to sustainability in every aspect of our business.”
L’Oreal said it saves water as the droplets “collide according to a defined direction and uniform distribution”. This movement decreases its size and accelerates its speed, so every drop of water is used in the hair washing and rinsing as well as it makes shampoos, conditioners and other hair treatments easier to rinse. The L’Oreal Water Saver platform uses two litres per minute while the usual household uses eight litres.
“Our work at the L’Oreal Technology Incubator for the past decade has been committed to merging beauty with technology. Our goal is to challenge ourselves to reinvent the beauty experiences we know to create better, more efficient, and more personalised results for our consumers,” said Guive Balooch, head of L’Oreal Technology Incubator.
The L’Oreal Water Saver has been installed in selected L’Oreal salons in New York and it will be available in selected salons in Paris by next month. The company plans to roll out the hair-care solution globally later this year. A shower device for use at home will be launched later.
