Will the HairChalk the next big thing in Asia by 2014?




L’Oréal Professional is banking on it. If all goes well, the hair experts are set to chalk up a success with Hairchalk, a new line of hair dyes for  both salon and at-home application.

Here’s how it works. Hairchalk starts off “wet” on your hair but dries to a “powdery” finish – hence its quirky moniker. Offered in eight bold shades from blue to bronze, the dye is clearly targeted at the younger crowd; Ségolène de Noray, marketing director at L’Oréal Professionnel, says it will make switching things up as easy as changing your nail polish.

The product starts to fade after just two washes – perfect for non-committal experimentation. Better yet, the  different hues can be mixed to create bespoke shades.

Priced at US$33.65 (S$42), each 50 ml bottle is good for about 10 applications for mid-length hair. Slated for launch in the US come March 2014, Hairchalk is set to hit Asian markets some time in the first half of next year.






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