L'Oréal Professionnel unveils a breakthrough innovation - Absolut Repair Molecular - to restore and repair damaged hair
20th February, 2024, Mumbai: L'Oréal Professionnel, the leading professional hair tech brand, has announced the launch of its revolutionary Absolut Repair Molecular range, a cutting-edge line of products that repairs damaged hair at the molecular level. This innovative range consists of four transformative products: Pre-treatment (exclusively available in salons), Sulfate-free shampoo, Rinse-off serum and Leave-in mask, to repair inner damage with strength. The range repairs up to 2 years of damage, in one use*.
The way consumers face hair damage has evolved. From surface damage, conversations are now increasingly around inner damage**. Today, hair damage is one of the top 2 hair concerns in India with 50% of 18–24-year-olds complaining about damage***. Repair remains a huge hair need.
For the first time ever, L'Oréal Advanced Research has achieved the decomposition of peptides to re-inject amino acids and peptide bonds into the hair, to actively reform and rebuild the hair’s molecular structure.
The Absolut Repair Molecular Range is set to disrupt the hair repair industry with its unique focus on rebuilding the molecular structure of the hair, delivering unparalleled strength, elasticity, and movement. This range goes beyond traditional bond repair approaches and focuses on peptide repair.
Key products in the Absolut Repair Molecular Range are:
Concentrated Pre-treatment: A pure strength shot that restores hair elasticity and rebuilds the hair’s molecular structure with long-lasting efficacy.
Sulfate-free shampoo: An ultra-caring shampoo that cleanses, strengthens, and repairs the fiber. It also provides 86% more smoothness****.
Rinse-off serum: A pure strength shot that rebuilds the hair's molecular structure and provides 3X more strength*****.
Leave-in mask: Strengthens and protects hair for ongoing care. Provides up to 230 degrees heat protection******.
The Absolut Repair Molecular Range is co-developed with three top repair professionals from around the world, ensuring the highest-performing protocol for effective hair repair. It is also backed by 6 patents and is completely sulfate-free.
Commenting on the launch, Mathilde Barthélemy-Vigier, General Manager – L’Oréal Professionnel India said, "We are thrilled to introduce the Absolut Repair Molecular range, a groundbreaking innovation that goes beyond conventional hair repair methods. This range leverages cutting-edge technology to rebuild the hair's molecular structure and repair up to 2 years of damage in one use. With the Absolut Repair Molecular Range, we aim to redefine the standards of haircare and empower individuals to restore their hair to its optimal strength and health. With this launch, we are all set to disrupt the hair repair market in India".
The Absolut Repair Molecular range is available across L'Oréal Professionnel partner salons pan-India and online on Nykaa, Amazon and Myntra.
About L’Oréal Professionnel
L’Oréal was founded in 1909 and has since maintained its dominance in the global markets of haircare, cosmetics and skincare. L’Oréal Professionnel Paris has been at the forefront of delivering game-changing innovations in hair, powered by science, with an obsession for quality and performance. It also strives to support, champion, and elevate talent in the Indian hair industry by empowering hair artistry. L’Oréal Professionnel Paris is part of the company’s Professional Products Division, whose mission is to reinvent professional beauty and lead the digital transformation of the industry with a customer-centric approach. Some of the other brands included within the Professional Products Division are Matrix, Biolage, Redken and Kérastase Paris.
0 Comments