L'Oréal Paris Launches Men Expert One-Twist Hair Color

by Christopher Ehlers

EDGE Media Network Contributor

Tuesday July 5, 2022

L'Oréal Paris Launches Men Expert One-Twist Hair Color

A breakthrough in the way that men can address their graying hair, L'Oréal is making it easier than ever to turn back time. According to a press release, for most men, going gray is one of the first visible indicators of the aging process, yet many aren't ready. In fact, 7 in 10 men who have gray hair worry that it makes them look older, and the majority want to look as young as they feel.

Now, addressing grays in a way that is easy, natural-looking, and long-lasting is easier than ever with new L'Oréal Paris Men Expert One-Twist Hair Color — the brand's first permanent hair color technology created specifically for men.

"Backed by over 100 years of R&I knowledge, L'Oréal Paris Hair Color leads with science to answer consumer insights in everything we create," remarks Lindsay Menzer, Director of R&I Hair Color, L'Oréal. "When it comes to the natural process of graying hair, we know that this visible sign of aging can be accelerated by external factors, like stress. According to several studies, men have been shown to be more severely affected by graying than woman."

L'Oréal Paris found that the top concerns of men pertaining to hair color included fear of color lasting or appearing natural, anxiety over anticipated results, and the possibility of a messy or time-consuming process.

"After five years of extensive research focused on making hair color specifically for men, L'Oréal R&I developed Men Expert One Twist," notes Lindsay Menzer, Director of R&I Hair Color, L'Oréal. "The easy-to-use, patented 'one-twist' tool helps men effortlessly achieve the desired permanent, long-lasting, natural-looking result in only five minutes. This unique, mess-free application was co-designed and thoroughly tested with men around the globe to ensure that we were bringing true innovation to the market."

Men that have tried it believe it to be as fast an easy as shaving and agree that it offers a natural-looking result. Men Expert is less messy than the current #1 men's hair color brand — and as natural looking.

Powered by an ammonia-free gel technology, gray coverage is easy with Men Expert One-Twist Hair Color: Just twist, shake, apply, and in five minutes undetectable gray coverage is blended for up to six weeks. The product is available in seven shades, easily selected by visiting the exclusive shade matcher tool here.

L'Oréal Paris Men Expert One-Twist Hair Color made its debut with a new advertising campaign earlier this year, featuring brand ambassador Nikolaj Coster-Waldau.

Christopher Ehlers can be reached at [email protected], or on Twitter or Instagram at @_ChrisEhlers.