If I had a euro for every time I heard of the next new “innovation” in beauty, I’d be a billionaire by now. It’s one of those industries which is constantly innovating for the sake of it, to 1up in the arms race of personal perfection. There are some beauty items which lend themselves to new technology, and others which have remained pretty much unadulterated since they hit the shelves. Hair colour is very much the latter, sticking to the tried and trusted “mix the colour and the developer bottles and shake” ever since I can remember anyway. There’s no denying that it’s a messy, smelly, unpleasant process, however there are very few women out there who wouldn’t consider the bi-monthly colour top-up a part of their necessary regime. So an innovation to make this process easier and tidier is sure to be a winner, right?
Enter L’Oreal’s new Preference Mousse Absolue, needing no mixing, producing a foam which can be applied directly to hair as required. Is this the droid we’re looking for? Read on »