L'Oreal Advanced Haircare

Published: 2012-11-16 by Marina Milojević in Hair

L'Oréal is launching a new haircare line named Advanced Haircare. The new range is designed to offer a full hair-care regimen that goes far beyond a classic shampoo and conditioner routine.

In the words of the brand, the Advanced Haircare collection is aimed at shifting consumer's mind-sets and habits from simple cleansing and conditioning to true hair care. The inspiration springs from the internal research that reveals that American women do not appreciate significant benefits of hair-care treatments, despite of their habit to use chemical treatments and hot styling tools. On contrary, women in Brazil or Japan treat their hair through multi-step routines. L'Oréal now wants to expand penetration and usage in the biggest category in the mass market and offers a full hair care range composed of five sub-lines: Total Repair 5, Smooth Intense, Power Moisture, Color Vibrancy and Triple Resist.

Each of the categories is aimed at one particular hair concern and it includes a shampoo and conditioner with one or more complimentary treatments. The central ingredient for all of them is an in-house technology named Arginine-K Complex. Arginine, which is the fourth largest component of keratin, strengthens the fiber and makes the hair look fuller and healthier. The shampoos and conditioners will be available as 12.6 oz. and 25.4 oz., and will cost $4.99 and $7.49, respectively. The treatments will cost $6.99.

L'Oréal Advanced Haircare Total Repair 5 is formulated to address the issue of split ends, roughness, dullness and dehydration. The line includes Damage-Erasing Balm and a leave-in Multi-Restorative Dry Oil.
L'Oréal Advanced Haircare Smooth Intense is based on hair-smoothing oleo-keratin and it is designed to control the frizz. The complementary treatments in this line are Frizz Taming Serum and Xtreme Straight Crème.
L'Oréal Advanced Haircare Power Moisture increases hair's hydration levels thanks to the hyaluronic acid. The complementary product in this sub-line is a gel-like conditioning mask named the Rush Mask.
L'Oréal Advanced Haircare Color Vibrancy is designed for colored hair and formulated to maintain hair color by minimizing UV oxidation. The range also includes a Dual Protect Spray.
L'Oréal Advanced Haircare Triple Resist uses Arginine-K complex and it is formulated to reduce hair breakage. This range brings the Ultimate Strength Solution which reinforces the weak points in hair.