Quarantine created an unprecedented demand for at-home hair products as consumers have become their own hairdressers, with 37% of US consumers who typically color their hair in the salon coloring their hair at home for the first time ever. Virtual try-on for L’Oréal Paris hair dye increased by 336% between March 1 and April 12 compared to the same time period between January and February.

And not surprisingly, L’Oréal Paris saw a 40% increase in hair color inquiries to their Consumer Care Center over the past few months, many of which were inspired by spokeswoman Eva Longoria’s own at-home hair color success covering her grey roots. In response, L’Oréal is launching Hair Concierge 24/7, staffed by trained color professionals seven days a week offering consumers live chat or the ability to book an appointment for a video consultation.

Enhancements have also been made to the brand’s virtual Try-On tool, making it easier for consumers to find the perfect shade, as well as a new diagnostic tool to find the right match for their hair color needs. New instructional how-to’s and more Q&A’s help take questions out of coloring at home while trend articles inspire creativity.

“We are thrilled to introduce Haircolor Concierge and offer our consumers an on-demand hair color platform designed specifically to meet all their hair coloring needs—when and where they want it,” says Maude Brunschwig, SVP, Marketing, L’Oréal Paris. “Haircolor Concierge combines innovative technology with the hair color expertise and knowledge that only L’Oréal has to inspire, educate and empower our consumers. With more people coloring their hair at home than ever before, we want to be there for them every step of the way—because they’re worth it.”