eSalon custom hair dye printer

Custom home delivery hair color brand, eSalon, has announced its first flagship Color Studio in San Francisco’s Union Square. The brick-and-mortar studio looks to fuel the direct-to-consumer brand’s latest innovation: the first ever custom hair dye printer.

At the Color Studio, clients will work with an eSalon colorist and receive a one-on-one consultation, custom color formulation and application, and comprehensive lesson on how to apply their color at home. Here, eSalon’s groundbreaking hair color printer will be featured, allowing clients to watch as their custom color is dispensed from scratch. Offering an experience that is both interactive and educational, the Color Studio looks to cater to clients who may be more apprehensive about buying color online, or simply need greater one-on-one assistance. By teaching clients how to apply color themselves, eSalon is helping to build confidence in coloring at home, so their clients can save time and money without compromising their unique color goals. The concept has proven highly effective—with 80% of studio clients making a repeat purchase, and 75% opting to enroll in eSalon’s home-delivery service.

The new San Francisco location
The new San Francisco location

“Whether online or offline, all of our clients are given one-to-one access to a live colorist. But the Color Studio enables us to engage our clients in an even more personal way. Because we have their undivided attention, we’re able to walk them through the full suite of tools that we provide—and show them how we’ll continue to guide and support them long-after they leave their appointment,” said Francisco Gimenez, eSalon’s CEO & Co-Founder.

Earlier this year, eSalon launched a Spanish version of its website, giving it the ability to reach an entirely new demographic of potential clients who are typically underserved by English-speaking direct-to-consumer brands. This is the first phase in eSalon’s internationalization strategy, which will reach new audiences and markets, rolling out localized sites in Germany, France and Spain by the end of the year.