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Product updates
eSalon launches new hair care brand “Aura”
Beauty Tech
Jan 25, 2021
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Jan 25, 2021

eSalon launches new hair care brand “Aura”

Product updates

  • eSalon, a provider of made-to-order at-home hair color kits, launched its new “Aura” brand of personalized shampoos, conditioners, and hair masks. The products’ semi-permanent pigments can have either a color enhancing or a neutralizing effect, with over 100,000 shade possibilities including “fantasy” colors. 

  • Customers are presented with a 25-question quiz on the Aura website as well as a virtual try-on using augmented reality (AR) technology.

  • Aura’s products are priced at USD 28, around USD 6 higher than the existing line of eSalon’s existing color products (if bought on a subscription basis). Aura’s target market includes people interested in fantasy hair colors and people with curly hair as well as eSalon’s general target market of people over 35 years of age who are looking to maintain dyed hair color. The brand is expected to account for around 20-30% of eSalon’s revenue in its first year of operation.  

  • eSalon is a provider of made-to-order at-home hair color kits. The company also provides accessories such as brushes, gloves, shampoo, conditioner, and personalized instructions along with access to a virtual personal colorist. In June 2020, the company launched its sub-brand “Colorsmith” targeting men. eSalon has increased its revenue by 60% Year-on-Year (YoY) in 2020.

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