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L'Oreal Paris USA celebrates launch of Advanced Haircare collection with Facebook giveaway

NEW YORK — L'Oreal Paris has officially unveiled a new franchise five years in the making — Advanced Haircare.

Designed to help American women change the life of their hair, this collection consists of shampoos, conditioners and hair treatments that promise to deliver instant results and lasting transformation. With seven treatments at the center of Advanced Haircare, L'Oreal Paris is encouraging women to adopt a three-step hair care routine — shampoo, condition and treat.

As a means to introduce America to Advanced Haircare, L'Oreal Paris is giving away one million product samples exclusively on the brand's Facebook page on Jan. 15.

"With 1.7 million U.S. fans and over 14 million fans globally, Facebook has become the definitive location for women who love L'Oreal Paris to share, discuss and learn about the latest in beauty products. It's great that L'Oreal Paris has chosen to utilize Facebook to give away these new Advanced Haircare products to one million of their biggest fans," stated Facebook VP of global marketing solutions and head of U.S. Sales Tom Arrix.

L'Oreal Paris developed the five modules of Advanced Haircare based on the top hair care concerns of American women, as shown by market research conducted by the brand: Total Repair 5 for damaged hair, Smooth Intense for frizzy hair, Power Moisture for dry hair, Color Vibrancy for color-treated hair and Triple Resist for breakage-prone, weak hair.

All five modules feature Arginine-K Complex.  The Arginine-K Complex in the five individual modules is paired with customized actives that tailor each formula for particular hair needs and types, the company stated.

To personalize the regimen, the treatments within Advanced Haircare comprise of two rinse-out masks, three lightweight leave-in sprays, a serum and a creme formula.

"Right now, U.S. women believe that only skin care warrants an ongoing regimen. They see hair as a quick fix, when really, hair deserves and needs the same multi-step approach as skin care to be at its best," stated Karen Fondu, president of L'Oreal Paris USA. "Behind Advanced Haircare is a technology with highly efficacious formulas to meet the specific needs of U.S. consumers."

Actress Lea Michele is the L'Oreal Paris spokesperson for Advanced Haircare's Total Repair 5 line.

The entire Advanced Haircare collection is now available at drug stores and mass retailers nationwide. All shampoos and conditioners have a suggested retail price of $4.99. Advanced Haircare Treatments are $6.99.


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