By  on November 15, 2013

PARIS — L’Oréal Professional hopes to chalk up a success with its new ephemeral colorant — aptly called Hairchalk.

Coming in eight colors ranging from pink to blue to bronze, the product is applied to hair strands as a liquid then dries with a powdery finish.

Hairchalk is targeted at people who want to change their hair color easily — like nail polish, said Ségolène de Noray, marketing director at L’Oréal Professionnel and Essie.

“It allows us to go toward younger women, women who love changes, who aren’t necessarily [attracted to coloring],” she added.

Hairchalk, whose color fades away in between two to 10 washings, is for use in hair salons and will also be retailed there for at-home application. Priced at 25 euros, or $33.65 at current exchange, each 50-ml. bottle contains approximately 10 applications. Colors may be mixed and matched.

Hairchalk hits most European markets in in mid-November, then will be launched in the U.S. in March 2014 and in Asia — except China — by the end of the first half of next year.

While L’Oréal executives would not discuss sales projections, industry sources estimate Hairchalk will generate 2 million euros to 3 million euros, or $2.7 million to $4 million, in first-year wholesale revenues.

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