L'Oréal Professional targets damaged hair with new product range
L'Oréal Professional is launching a new product line aimed at damaged hair.
"Pro Fiber" is due to be rolled out in Western Europe on May 25, Women's Wear Daily (WWD) reports.
The range promises long-lasting damage repair by using the silicium compound aminosilane to rebuild the cortex of each strand, reinforcing its structure. It comes in three different sub-lines -- "Rectify", "Restore" and "Reconstruct."
The concept involves an in-salon consultation followed by a shampooing and the application of a concentrate and a mask. According to the brand, the effects of the treatment are reactivated by the products from the range, meaning clients can continue the good work themselves, thanks to an at-home line of shampoos.
