The High-Tech Hair Color Brush That Eva Longoria Called “Game-Changing” Is On Sale at Target for Mother’s Day
The celebrity brand ambassador helped introduce the beauty company's newest innovation at CES 2024, where she demonstrated the "life-changing" device.
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Danielle Directo-Meston
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Eva Longoria uses the Colorsonic hair color device during L'Oreal's keynote presentation at CES 2024. YouTube; L'Oreal
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In 2024, L’Oreal unveiled a game-changing new hair gadget that landed on our Best of CES list that year: the Colorsonic, a mess-free hair coloring device that lets you brush on permanent hair color at home.
Previously only available at the beauty company’s website, the L’Oreal Colorsonic is available to buy in stores and online at Target — and it’s on sale at 15 percent off for Mother’s Day through April 26. The deal applies only to the device, but you can still stock up on hair color cartridges and save 5 percent off with your Target Circle membership.
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buy L’Oreal Paris Colorsonic Hair Color Device at Target
The L’Oreal Colorsonic hair cartridges come with enough product for a full application or three touch-ups, plus after-color conditioner. The cartridges are available in 20 shades: three black, five blonde, 10 brown and two brown/red, with formulas free of ammonia, parabens, phthalates, SLS, SLES and silicones. L’Oreal eventually plans to offer up to 40 color options.
At CES 2024 (where L’Oreal was the keynote presenter), brand ambassador Eva Longoria helped introduce the Colorsonic from home, calling it “life-changing, game-changing” during her video demonstration. “
“It’s not lockdown anymore, but I still color my hair at home,” the Desperate Housewives star told the crowd in a pre-recorded iPhone video at CES 2024. “Sometimes I would dread it a little bit because it’s kind of a production, you gotta get the gloves out, you gotta get a towel that you’re gonna sacrifice in case anything drips down … but those days are gone. Today I am using Colorsonic by L’Oreal, an automatic coloring brush. It’s a color machine, so the color mixes itself and all I have to do is brush it on. It’s so easy, and my hands aren’t even dirty. It’s amazing … and it’s so easy to get the back [of your hair] now [and] What used to take 30 minutes in my house, now takes five minutes.”
It works like this: Insert your color cartridge into the Colorsonic, press the button and comb the device through your hair for instant results. Per L’Oreal, the gadget’s bristles “parts and saturates every hair strands and distributes color evenly, even in hard-to-reach areas.” The device works on all hair textures, lengths and types, and indicator lights let you know when your cartridge is almost empty or if the device’s battery is low.
L’Oreal first announced the device at CES 2022 and finally unveiled it at this year’s tech convention.
Once the Labor Day sale ends, Target shoppers can still save 5 percent on the newly launched Colorsonic. Members of the retailer’s free-to-join Circle rewards program get 5 percent off nearly all purchases; create an account with your name and email address here. Another perk when you shop at the mass retailer? Online purchases are eligible for free local pick-up via Target’s Drive-Up or in store (so you might as well check off your grocery list, too).
Shop the L’Oreal Colorsonic for 15 percent off alongside select cartridges below, and see the full lineup at Target here.
L’Oreal Paris Colorsonic Hair Color Device
$106.24 $125 15% off
L’Oreal Paris Colorsonic Hair Color Cartridge 7 Dark Blonde Natural
L’Oreal Paris Colorsonic Hair Color Cartridge 6G Light Brown Gold
L’Oreal Paris Colorsonic Hair Color Cartridge 10 Very Light Blonde Natural
L’Oreal Paris Colorsonic Hair Color Cartridge 1 Black
L’Oreal Paris Colorsonic Hair Color Cartridge 6RR Light Brown Red
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