Hair color touch-up range aims to cover all bases

11 Jan 2022 --- As it introduced its conceal and cover hair color collection, eSalon revealed it took inspiration for the line after seeing the frustration caused among consumers who were unable to find a temporary touch-up product to match their hair color.

The new product has been designed to allow for seamless and convenient touch-ups in between hair coloring. To create the company's latest addition to its professional-grade hair care line, the formula for the color-safe product was developed in collaboration with eSalon's team of cosmetic chemists and licensed colorists.

Described as lightweight, convenient and easy-to-apply, eSalon’s Conceal & Cover Root Powder is a vegan formula that uses finely-milled micro-pigments to deliver coverage. It is enriched with Brazil nut oil and vitamin E to condition and protect.

Click to EnlargeVera Koch details a “zero-compromise” philosophy. Source: eSalon.Vice President of Global Marketing, Vera Koch, has been hailed as instrumental in leading a creative redesign for eSalon, its expansion into new markets and the brand’s strategic pivots in response to a significant increase in demand during the COVID-19 pandemic. She says: “When searching for the perfect temporary touch-up product, one of the most frustrating obstacles is not finding a color match. At eSalon, we wanted to eliminate the frustration by developing the most comprehensive selection of colors on the market.” 

Detailing what was missing from the mainstream hair care market that eSalon sought to fill with its new product, Koch shares: “Many brands offering root touch-up powders and sprays do not have an extensive selection of colors, leaving many without options to conceal regrowth between hair coloring. We launched Conceal & Cover Root Powder with ten shades, including, notably, three shade options for red hair.” 

The company has devised and formulated its color portfolio to blend with popular hair shades including light blonde, dark blonde, strawberry, copper, light auburn, light brunette, medium brunette, dark auburn, dark brunette and black. 

“We are always working to make sure we are offering the best products to our clients and wanted to offer a new option that can be used between hair colorings.” To do so, Koch details that eSalon engaged in “extensive testing” to match the shades to its custom colors. The colors and packaging also went through “multiple rounds” of research and development to create the ideal formulation. “Texture, longevity, blending, and convenience were all factors that we were not willing to compromise on,” Koch shares.

Meeting personal hair care demands

Koch details how the brand seeks to reflect what customers are looking for from their chosen touch-up product in its latest range. First, consumers seek out products that offer customization and personalization, Koch says, “including a breadth of shade options, in order to achieve a better color match.”

Another priority is multi-use, with consumers asking, ‘What else can this product be used for?’ And convenience and portability are also key. “We are all busy and on the go,” says Koch. Therefore, consumers are asking, ‘How do these products fit with their lifestyle?’

Click to EnlargeThe compact has been designed for easy use anywhere. Source: eSalon.The compact powder comes with a double-ended brush so consumers can touch up small areas like stubborn greys or apply to larger areas quickly. It can also double as an eyebrow powder. The compact also includes a mirror to give consumers additional convenience and makeup application on the go. 

Formulating its color range was not without its obstacles. During the ideas and formulating stage, eSalon faced production barriers. “We were challenged with developing a wide range of color options that could seamlessly match our clients’ custom color formulas, so getting each one exactly right was a labor of love,” says Koch. “But many rounds of color tweaks and exacting standards for texture, application, and wearability paid off.” 

As the custom home hair care name prepared for the launch of its latest product, the brand held a promotional photoshoot in which its employees modeled its new range, showcasing the product, its application and end results.

Focusing on the future of the brand, Koch details: “It has always been our mission to be the go-to resource for hair color and hair care expertise. With our expanding focus on inclusivity, we hope to continue to be a trusted resource for all people and every hair need.” 

By Natasha Spencer-Jolliffe, BPC Insights Senior Journalist