The French cosmetics giant L’Oréal has announced the global roll-out of the L’Oréal Water Saver, a sustainable haircare system for the salon and at-home beauty routine developed by Swiss startup, Gjosa. The system is now available in select L’Oréal salons in New York. Global rollout will start 2021.
In 2018, L’Oréal's Technology Incubator and Biel/Bienne based startup Gjosa commenced their partnership to develop and test a new hair care system, which uses advanced technology to reduce water usage by up to 80% while improving upon luxury and efficiency. The result is the L’Oréal Water Saver haircare system for the salon- and at-home beauty routine.
The system incorporates L’Oréal’s century-long legacy of formulation expertise with Gjosa’s core water-optimizing technology that applies the principle of fractioning used in rocket engines to water flows. Water droplets collide according to a defined direction and uniform distribution. This reduces their size and accelerates their speed, ensuring every drop of water is used in the hair washing and rinsing process while making shampoos, conditioners, and other treatments easier to rinse.
By combining the high-powered water-optimizing technology with specially designed haircare products from L’Oréal Professionnel and Kérastase that flow directly into the water stream, this beauty innovation will transform the traditional hair-washing experience. The product also comes with a patented Cloud Cleansing platform featuring specifically designed, micronized haircare formulas directly into the water stream, and a Data dashboard that provides salon owners with a history of treatments in addition to tracking reduction of water, energy and cost.
During the ongoing Consumer Electronics Show (CES) 2021, L’Oréal unveiled the L’Oréal Water Saver, which is already available in select L’Oréal salons in New York and will be available in select salons in Paris starting February 2021; a global roll-out will span 2021 and 2022. In the next few years, L’Oréal Water Saver is anticipated to be in thousands of salons, at which point it will have the potential for remarkable water savings—up to one billion gallons of water per year. A convenient at-home shower device, which is still under development will launch at a later date.
(Press release/RAN)
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