L’Oréal Professionnel presents its new range of hair care that recreates and rebuilds the molecular structure of the hair : Absolute Repair Molecular.
Texture, movement, the number of consumer concerns related to hair damage has increased exponentially. They no longer just expect hairdressers to fix the problem, they hope to reverse the damage to their hair
The way women deal with hair damage has evolved. Between 2015 and today, women’s expectations of their hair products have changed. Thanks to the training and sharing of knowledge by professionals, they no longer only focus on “surface damage” but also on “internal damage”, broken down into “fibre weakness”, “lack of elasticity” or again “length extension”. We also understood one thing: it is not about treating the hair on the surface, but about reversing the damage, at the deepest level of the hair structure.
The challenge of hair repair lies at the level of peptides. When a hair is damaged, its molecular structure composed of peptides is degraded. A peptide is a combination of many amino acids, linked by what we call “peptide bonds”. If the chain is altered, the hair suffers. So if we want to reverse the damage, it’s not enough to just repair the peptides. The problem: the peptides are too large to be reinjected.
A revolutionary discovery. For the first time, L’Oréal Advanced Research has managed to break down peptides to inject their components separately into the fiber. The range is an ultra-concentrated selection of 5 amino acids + up to 2% peptide binder and 3% for pre-treatment (for professionals only). This active ingredient is multi-tasking: it will compensate for the degradation of amino acids, reform and rebuild the molecular structure of the hair. We can now repair 2 years of damage in one application.
Co-developed with scientists and hairdressing professionals. To develop the most effective protocol, even on the most damaged hair, L’Oréal Professionnel has co-developed Absolut Repair Molecular with its best hair repair professionals around the world.
More information : https://www.loreal-paris.fr/
L’ORÉAL PARIS CELEBRATES 50 YEARS OF COMMITMENT ALONGSIDE WOMEN
“Because you are worth it” is much more than a signature, it is the mission of L’Oréal Paris.
To take your beauty in hand is to take power. Believing in your own beauty means not letting anyone make you doubt: self-confidence, that’s the real power. L’Oréal Paris has always supported women and believed in them. Its legendary slogan, created in 1971, carries a message of emancipation. Translated into 40 languages, “Because You’re Worth It” has been spoken by the world’s most famous women for 50 years. L’Oréal Paris is working so that every generation of women can finally say: “We are worth it, and we have never doubted it for a moment”.
THE L’ORÉAL MANIFESTO BECAUSE OUR PLANET IS WORTH IT.
Less than 10 years old. This is the time we have left to take up the biggest challenge we have ever faced: changing the way we produce, act and innovate to drastically reduce our environmental footprint and give our consumers the means to achieve responsible consumption.
Photos credit – Copyright : L’Oréal Professionnel.
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