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L’Oréal Professionnel Does Damage Control

June 02, 2015


For women, it has long been a never-ending battle of creating damage to their hair in order for it to appear beautiful. Although it may feel like a lost cause, we have some good news. According to WWD, in an article written by Jennifer Weil on May 22,2015, L’Oréal Professionnel has something new up their sleeves.

As far as damage control goes, L’Oréal Professionnel considers its new Pro Fiber line to be a game changer, promising long-lasting, in-depth repair — only where needed. “It’s the best formula ever achieved in the field of damaged hair,” asserted Patricia Pineau, L’Oréal’s scientific communications director of the collection, due out on May 25 in Western Europe. Research for it began with a study including 19,000 women in 12 countries. It revealed that damaged hair is a major concern.

L’Oréal research, which already probed healthy hair’s structure, looked further into its natural aging process plus the impact of sun, water, brushing and chemical treatments. The laboratory found that inside damaged hair strands are enlarged, permeable empty spaces. So the trick was to find a way to repair them. Through a scientific collaboration, including a specialist in the sol-gel chemistry field that produces solid materials from small molecules, L’Oréal starting coming up with the formula. It used aminosilane, a silicium compound, which can rebuild the cortex deep down and re-create a 3-D network to reinforce hair structure. That was associated with a cationic polymer, which acts like a superficial protective film and has an affinity for damaged hair, to make a molecular complex called Aptyl 100. Aptyl 100 also helps seal hair’s scales so the treatment doesn’t leak out.

Pro Fiber has three routines to be used according to hair’s damage level (where the cuticle is affected; the cuticle and cortex are affected, or the cuticle and cortex are very damaged) starting in the salon. The first step is a consultation, when the hairdresser uses a specially created digital application to help assess hair, then chooses between the line’s three ranges — Rectify, Restore and Reconstruct. Each begins with a shampoo, followed by a concentrate and a mask containing the Aptyl 100 technology (with a keen eye kept on dosages). The later is left on for just five minutes, rinsed off and followed by a leave-on conditioner for a regenerated yet not-weighed-down effect. Julien Merten, the international marketing director at L’Oréal Professionnel, said traditional hair treatments are washed off by shampoo, but that’s not the case with Pro Fiber, since its technology is reactivated by the line’s own shampoos. “So after you rewash your hair, you recover the result from the salon service,” he said. The at-home care — that can last up to six weeks — is bolstered by a “recharge” that’s meant to be used after each fourth shampoo cycle at home.

Pro Fibre will be introduced into more than 45 countries this year, and is expected to roll out in the U.S. on September 15th.

© 2015 - WWD -

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