A DTC brand and business that offers personalized haircolor delivered right to your home.

In 2018, L’Oréal identified a unique opportunity in the market that was largely unaddressed: to deliver salon quality, personalized haircolor directly to customers through breakthrough technology.

With the notion that everyone deserves to look and feel their best, L’Oréal formed the brand Color&Co, and built an extensive network of professional colorists to provide live video consultations and prescribe personalized haircolor based on the customers’ goals. Color&Co is then able to deliver custom-blended, salon-grade haircolor directly to consumers’ doorsteps.

The Strategy

During the initial strategy phase, we were fully immersed within the Color&Co team supporting the go-to-market strategy, establishing key business metrics, and leading the technical strategy within the company. The goal was not to sell just a one-off product but to create a subscription D2C model that gives customers the freedom to direct their color journey and encourages customer retention.

Our team laid the groundwork to shape the Color&Co web experience with a design framework that was true-to-brand, unique and recognizable across L’Oréal’s competitive landscape. A mobile-first and commerce forward UX system was constructed that streamlined time-to-task, accommodated fringe use cases and placed emphasis on platform requirements for video consultation.

As for the website, it has several back-end software integrations including SessionM’s customer data platform, the latest in video conferencing technology and, in partnership with Publicis Sapient, the leading e-commerce platform.

The Results

Six months prior to the full launch, Color&Co and Hathway released a version of the site to friends and family. Performing this comprehensive beta test allowed us to discover any missed opportunities and disruptions in the customer and consultant journey. After applying site changes informed by the testing phase learnings, we launched in May 2019.

With the demand for e-commerce and digital convenience at an all-time high, it’s no surprise that Color&Co’s target audience has been exceptionally receptive to this first-to-market salon alternative. The subscription-based business model is building stronger relationships with customers while also introducing new streams of predictable revenue, improving customer retention and creating a built-in marketing base.


  • Customer experience strategy
  • Content strategy
  • Ecosystem strategy
  • Customer journey mapping
  • Customer data platform integration (SessionM)
  • E-commerce integration
  • UX/UI strategy and design
  • Responsive web and mobile development
  • User testing and validation


Partner Logo