Geeking Out: L'Oréal Paris Préférence Mousse Absolue NO-MIX Hair Colour -- and it's RE-USEABLE Too

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Salon-colour loyalists may find themselves tempted by a new no-mix DIY dye that lets you store the remaining solution for later use. When it launches in November, L'Oréal Paris Préférence Mousse Absolue will immediately establish itself as the easiest, most efficient home hair colour ever. Ever.

the l'oreal paris préférence mousse absolue bottle

Key to this no-mix hair colour marvel is the ultra-sophisticated L'Oréal Paris Préference Mousse Absolue dual-chamber packaging. Constructed with nearly 26 separate moving parts, it keeps the the pigment and developer separate, each in its own hermetically sealed reservoir. Pressing the button down triggers a controlled release of both components, which meet each other precisely as they leave the nozzle via a high-pressure diffuser and combine to form an instant mousse.

LOreal Paris Preference Mousse Absolue Re-Useable Permanent Hair Colour

The technology, a Japanese wonder, took 10 years to develop, says Sonia Kovacic, L'Oréal Paris group manager for haircolour. The challenge was creating a system that a) preserves the pigment and developer separate from one another in a stable, oxygen-free environment, and b) that releases the two liquids, each a different weight (one is thinner and less viscous than the other) at exactly the right rate and ratio to start the necessary chemical reaction the instant they leave the bottle. Oh, and c) the components must combine with enough pressure to create on release a thick, luxurious, no-drip mousse.

the l'oréal paris préférence mousse absolue colour

L'Oréal Paris Préférence Mousse Absolue is permanent hair colour that promises richer pigments for great colour payoff and high shine for eight weeks. Fourteen shades range from very light golden blonde to auburn to darkest brown, and six shades that don't exist in any other home colour lineup, says Kovacic.

Thanks to the packaging, you use only what you need, and save the rest until you need to touch up your roots. Women with short hair usually end up throwing away half the home-colour kit because they can't use it all in one session; now they'll get another complete application out of what's left in the L'Oréal Paris Préférence Mousse Absolue bottle. A woman with medium length hair will have enough left over for a quick, no-fuss root touch up as soon as the new growth shows itself.

Here's a how-to vid released by L'Oréal Paris in the UK earlier this year:

the l'oréal paris préférence mousse absolue reviews

I'd try this in a heartbeat if it were a demi-permanent. Alas, the permanent colour category is outsells demi, so L'Oréal has only launched it in a permanent colour formula. But some intrepid types outside of North America have already tried L'Oréal Paris Préférence Mousse Absolue and posted reviews you might find helpful:

  • Joozilla -- Joo is not entirely happy with her experience; the mousse didn't hold up to her expectations.
  • Sophie Etc -- Sophie declares herself quite satisfied with her results; for her the mousse performed as promised and she used the entire bottle for her thick, shoulder-length hair.
  • Sophia's Product Reviews -- Sophie says L'Oréal Paris Préférence Mousse Absolue is much easier to use than her usual home colour kit; she has long hair so she used up a full bottle.

the l'oréal paris préférence mousse absolue recap

1) L'Oréal Paris Préférence Mousse Absolue hair colour requires zero mixing. Just shake the bottle and press the button to apply directly to the hair. The thick mousse allows for easy distribution and thorough coverage without dripping.

2) Whatever solution you don't use remains safe from oxygen in separate chambers until you need to use the colour again.

3) Root touch-ups are a snap; you use only what you need from the same bottle of L'Oréal Paris Préférence Mousse Absolue colour, or from a new bottle of the same shade you used previously.

4) Women with short hair will get two full applications from one bottle.

"It's the iPod of hair colour," says Kovacic. Impressed? Curious?

L'Oréal Paris Préférence Mousse Absolue ($18.99 at drugstores and mass retailers) will be on shelves November 12th.