By  on April 4, 2014

In a digital age when shopping and social interaction are as simple as the click of a button, L’Oréal Paris executives believe that the hair-coloring process shouldn’t be any different.

After launching in the U.K., France and Germany last year, L’Oréal Paris’ Preference Mousse Absolue is rolling out to the U.S. market beginning this week. The at-home hair-color product, dispensed with the press of a button, boasts a much longer shelf life than traditional dyes. Because the formula is housed in a dual-chamber canister that separates and eventually mixes a gel dye formula and developer, consumers can use the product for up to a year after the first application for touch-ups or to target grays.

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