eSalon, Beauty Industry Disruptor "Rooted" in Customized At Home, Salon-Quality Hair Color, Takes on New Brand Look

Moves into New 39,000 Sq Ft HQ in El Segundo Featuring Onsite Color Studio

News provided by

Mar 21, 2018, 03:27 ET

LOS ANGELES, March 21, 2018 /PRNewswire/ -- Today, eSalon, the innovative custom at-home hair color company, unveils a new visual identity, including a refreshed logo, packaging design, and product names. Now entering its 8th year of business, eSalon has expanded and evolved, including all-new, state-of-the-art manufacturing designed to scale its award-winning custom color and personalized experience like never before.

eSalon was founded on the belief that no one should have to choose between the personalized experience of the salon and the convenience and affordability of boxed dye. The brand has married 22 expert colorists with leading engineering and state-of-the-art technology to provide clients with professional, custom hair color in the comfort and convenience of their own home.

Francisco Gimenez, CEO and Co-Founder of eSalon, stated, "It's been an incredible journey so far, but I've never been more excited about eSalon's future than I am now. To us, a revitalized brand was not just something we felt compelled to put forward, but something we deemed necessary to position us for this next stage of growth."

In addition to the brand makeover, eSalon has moved their headquarters to a new 39,000 square foot office in El Segundo, CA. Not only is the new space three times the size of the previous office, it is equipped to produce over 40,000 individually-blended color bottles a day. The space also features the brand's first Color Studio where clients can book a full-service appointment with an in-house colorist to receive a one-on-one consultation and color application, as well as pro tips on how to apply and maintain their salon-quality color at home.

At the heart of the new space is a brand new manufacturing system dubbed "Polly Chrome" that can dispense up to eight fully custom orders at a time in under 20 seconds. This enables eSalon colorists to service more clients than ever before and continue to scale operations in response to forthcoming growth. Client color orders are calibrated by weight (vs volume), which enables their colorists to formulate with unparalleled precision--down to 1/10th of a gram. This provides greater control and exceptional tools to deliver exactly the precise tone that a client may have always wanted, but never achieved.

eSalon's reconception is the result of a thoughtful, strategic, multi-vertical approach based on consumer and industry insights. eSalon partnered with the renowned brand experience design company, COLLINS, on the rebrand which was inspired by actual brand adopters and celebrates individuality and collaboration. The goal was to showcase the artistry and color mastery behind the brand by infusing color, vibrancy and boldness into the new design. The new logo is expressive, artistic and fluid, embodying the notion that hair color is a journey of self-expression.

Brian Collins, Chief Creative Officer and Co-founder of COLLINS, explains, "There is nothing more personal than choosing how we present ourselves to the world, and eSalon has completely changed how we do that with their cutting-edge technology and uncommon dedication to artistry. We're proud to partner with them to build a brand that will travel far into the future."

The logo is deliberately placed on the back of the customized color bottle to allow the client's name to take center stage for enhanced personalization. Inspired by two hands coming together, the new packaging represents the collaborative relationship between colorist and client. In addition, all products have new names that reflect their intended use and benefits; plus, the refreshed website is lighter and easier to navigate for all.

From the beginning, eSalon's core goal was to make customized, salon-quality hair color accessible to all. In 2018, clients can expect more from eSalon to continually support this goal.

About eSalon
eSalon is reinventing the way women color their hair by creating custom home hair color that's made-to-order and shipped direct to their doors. eSalon delivers a personalized, one-on-one experience through a unique combination of human expertise and state-of-the-art technology. Every single color order is formulated and dispensed on-demand in their Los Angeles headquarters. eSalon launched in 2010 and was founded by e-commerce entrepreneur Francisco Gimenez and the team behind the pioneer price-comparison site PriceGrabber.com. Since launching, eSalon has shipped nearly 6 million orders and has created over 165,000 unique color combinations. The company now has over 100 employees and a satellite office in London, UK.

For more information about eSalon, or to create a color profile, go to http://www.esalon.com.

About COLLINS
COLLINS is an independent, brand experience design company with offices in Manhattan and San Francisco that designs products, experiences and communications which transform brands, drive business, and improve people's lives. COLLINS clients include Equinox, Spotify, and Everlane. They have done work in the beauty space for Target, Estee Lauder, Acure and Amore Pacific, one of Korea's largest beauty brands.

SOURCE eSalon