L’Oréal Professionnel, the professional products division of L'Oréal Group, introduces a new range of products designed to help control damage and provide deep repair – the Pro Fiber.
L’Oréal Professionnel Pro Fiber is announced as the best formula ever achieved in the field of damaged hair. The brand describes its new products as revolutionary game changers, which offer long lasting, restorative and protective benefits. The backbone of the new range is the proprietary APTYL 100 molecular complex, which is the world’s first technology that enables molecules to become locked-in within the hair fiber. The Aptyl 100 practically helps seal hair’s scales so the treatment doesn’t escape out. If you look at the broken strand of hair under a microscope, you’ll see a lot of empty spaces where the hair is damaged. The trick to repairing these damages is to fill in the spaces, and rebuild the hair structure.
L’Oréal’s new formula uses aminosilane, a silicium compound, which rebuilds the cortex, the thickest hair layer, and recreates a 3-D network to strengthen hair structure. A cationic polymer forms a protective layer over hairs, to protect them from the impact of sun, water, brushing and salon treatments.
L’Oréal Professionnel Pro Fiber Line consists of three routines, each developed for particular damage level. The Rectify treatment is applied where the cuticle is affected. The Restore treatment is used when both the cuticle and cortex are affected; while the Reconstruct treatment works where the cuticle and cortex are much damaged. The treatment starts with a consultation, when the hairdresser uses a special digital application to determine the level of damage and chose the appropriate treatment. Each treatment begins with a shampoo, followed by a concentrate and a mask. The mask is based on Aptyl 100 technology, which means that even after you wash your hair again, in a couple of days, you recover the result from the salon service. While traditional hair treatments would be washed off by any subsequent shampooing, the Pro Fiber treatments may last up to six weeks. The customer should use a special “recharge” after each fourth shampoo cycle at home.
L’Oréal Professionnel Pro Fiber Line is launching today in Western Europe. The in-salon treatment is priced at $30, while the product prices are: