[CES 2017] A hair brush is pretty straightforward, right? You just run it through your hair, smoothen out the tangles, and basically try to make yourself look more presentable. However it seems that in a world of increasingly “smart” devices, L’Oreal has decided to reinvent the wheel, or the brush rather, by announcing the Kérastase Hair Coach.

Yup, in a world where smart toothbrushes exist, it seems that L’Oreal believes that a smart hair brush is something we need as well. Developed using technology from Withings, the Kérastase Hair Coach will come with a bunch of sensors built into it, such as an accelerometer and gyroscope, and it even has sensors to detect if the brush is being used on wet or dry hair. There is even a built-in microphone that listens to the sound of brushing to identify patterns.

With all this information that is gathered, L’Oreal will be able to tell users via an accompanying app all kinds of interesting information, such as how often their hair is brushed, and if they are brushing too hard in which the brush will actually vibrate to warn users against it. It will also be able to provide tips based on the user’s hair type and brushing behavior, and will more likely than not make recommendations for products from the Kérastase lineup.

The Kérastase Hair Coach is expected to retail under $200 and will be available mid-2017 at select Kérastase hair salons as well as its website.

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