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Shopping the Hair Color Aisle Just Got Easier

L’Oréal Paris Launches ‘’My L’Oréal Colorist’’ Mobile App to Help Women Find Their Perfect Shade

New York, NY — July 23, 2012 /PRNewswire/ — The hair color aisle can be daunting to even the most experienced beauty guru. With over 100 years of hair color expertise, L’Oréal Paris is helping take the guesswork out of choosing the right hair color shade with the launch of “My L’Oréal Colorist,” a mobile app that serves as your own personal color consultant. Now women can finally skip the salon while still experiencing professionally-inspired hair color results at home with one easy app download at L’OrealParisUSA.com/MyColorist.

HOW THE APP WORKS:
Available for free download at the Mac Apple Store, “My L’Oréal Colorist” initially prompts users to either “Scan a Shade” or “Find a Shade.” The first option allows shoppers to use their mobile device to scan the UPC barcode of the L’Oréal Paris hair color product/shade* they are interested in, while “Find a Shade” allows both at-home and on-the-go users to dive into a short questionnaire before learning their shade recommendation.

Whether in the hair color aisle or elsewhere, all app users are directed to answer key questions that any top hair colorist would pose. Designed with true-to-tone hair color visuals for easy navigation, this app even invites users to share if they are looking for a permanent or non-permanent color, which tone of hair color they are hoping to achieve and their preferred hair color form (crème, gel or foam).

ADDITIONAL EXPERT FEATURES:
More than just an engaging tool, “My L’Oréal Colorist” not only helps women identify their ideal hair color shade, but also allows user to consult consumer ratings, reviews and more details on a range of L’Oréal Paris’ hair color product lines. Users also have the ability to share their recommended shade on Facebook to get feedback from friends before making their purchase.

HOW-TO VIDEO:
Beauty vlogger Dianna Hampton knows all too well the challenges women can face with selecting at-home hair color. “It’s easy to get lost in your day-to-day activity and put yourself last. Not everyone has the time to go to a salon and get professional color services, and the hair color aisle can be a bit overwhelming as there are so many shade options,” Hampton says.

She continues, “I recommend ‘My L’Oréal Colorist’ to anyone looking to get professional-quality results from the comfort of their own home. The app is really easy to use and asks all the right questions to ensure each user is matched up with a hair color that is just right for them. It takes the guess work out of finding the perfect shade for you."

HAIR COLOR PRODUCTS TO PERUSE:
Consumers currently have five L’Oréal Paris hair color brands to choose from as they embark on their search for the perfect shade:

APP AVAILABILITY AND RETAIL AVAILABILITY:
“My L’Oréal Colorist” is now available for download, free-of-charge, at LorealParisUSA.com/MyColorist for iPhone users. L’Oréal Paris hair color products are available at drugstores, food and mass retailers nationwide for under $10.00**.

ABOUT L’ORÉAL PARIS:
The L’Oréal Paris division of L’Oréal USA, Inc. is a total beauty care company that combines the latest technology with the highest in quality for the ultimate in luxury beauty at mass. The L’Oréal Paris brand encompasses the four major beauty categories – hair color, hair care, skincare and cosmetics – and includes such well-known brands as Preference, Excellence, Féria and Healthy Look hair color; Elnett Satin Hairspray, EverPure, EverStrong, EverSleek, EverCrème, EverStyle, VIVE Pro, Studio Line and L’Oréal Kids hair care; Youth Code, Revitalift, Age Perfect, Go 360 Clean, Sublime Bronze, Sublime Sun and Men’s Expert skincare; and the Colour Riche, True Match, Infallible, and Studio Secrets Professional cosmetics collections, along with a portfolio of mascara including Voluminous, Double Extend and Telescopic among many others. For more information on L’Oréal Paris and its brands, and to get comprehensive, personalized beauty information from the experts, visit www.lorealparis.com for access to unique content and dynamic interactive features, including the exclusive “Can I Help You” diagnostic tool.

PRESS CONTACTS:
L’Oréal Paris
Danielle Weingarten
212.984.4799
dweingarten@us.loreal.com

ALISON BROD PUBLIC RELATIONS
Katie Wright
212.230.1800
katie@alisonbrodpr.com

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* “My L’Oréal Colorist” is currently compatible with the following L’Oréal Paris hair color brands: Superior Preference, Excellence Crème, Sublime Mousse by Healthy Look, Feria and Healthy Look Crème Gloss Color
**Not including sales tax