Not even hairbrushes are safe from the so-called Internet of
Things. Today L'Oreal-owned Kérastase announced a new brush dubbed Hair Coach
that collects and analyzes grooming patterns to recommend the right products and
L'Oreal worked with wearable brand Withings to create the brush, which
pushes data to a mobile app that users download to track their grooming. Each
brush contains a tiny microphone that records the sound of brushing to detect if
hair is dry, frizzy or prone to breaking. Built-in sensors then determine if
someone is brushing hair when it's dry or wet while a gyroscope and
accelerometer count the average number of brush strokes and measure the force
used to brush hair.
The styling tool uses Wi-Fi and Bluetooth technology to deliver all of that
data to the app. The app then breaks down beauty habits using algorithms
developed by L'Oreal to show consumers a chart of their routines and give tips
on improving the health of their hair. For example, someone brushing too hard
might get a message recommending softer strokes. Or the app may suggest that
consumers brush more if the amount of strokes is too low.
Each user is also given a score between one and 100 that assesses the
quality of their hair. In addition to the data collected from the brush, the app
also pulls in local weather information to recommend Kérastase products.
Consumers can then click the product recommendation links and shop from
"By using connected technologies to upgrade the hairbrush—something the
average consumer uses every day—Withings and Kérastase have reinvented what a
person's relationship with their hair can look like and are showing how
connected devices can revolutionize the beauty industry," said Guive Balooch,
global vp of L'Oréal's Research and Innovation Technology Incubator, in a
The brush will be sold later this year through Kérastase salons, the
brand's website and Withings' ecommerce site for less than $200, although
L'Oreal has not named a more specific price.