L'Oréal Paris aims to revive damaged tresses with new hair care line

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L'Oréal Paris aims to revive damaged tresses with new hair care line

By Gisselle Gaitan - 01/08/2018
L'Oréal Paris has unveiled a new hair care line, designed to revive all forms of damaged hair. Titled the Elvive hair care line, this latest launch is rooted with the insight of having nearly eight in 10 women in the United States experiencing some kind of hair damage — whether it be from heat tools, color processing or dryness. The treatment-led hair care line is designed to provide preventative and rejuvenating solutions for damaged hair in just one use, the company said.

"Elseve has been the #1 hair care brand in Europe and leader in treatments since 1971. We are thrilled to now bring the hair care line to the U.S. under the Elvive name with focused positioning that speaks to the 80% of U.S. women who are experiencing hair damage daily," Tim Coolican, president of L'Oréal Paris USA, said. "With this launch, we hope to empower people to fight hair damage so they can have beautiful, revived hair every day."

Each product within the Elvive hair care line addresses women’s biggest hair concerns, which fall under the categories of damaged, dry and color-treated hair. The Total Repair 5 is designed for damaged hair, and the Extraordinary Oil treats dry and undernourished hair, while the Color Vibrancy is for those with color-treated hair.

Also joining the launch is the Protein Recharge Leave-In Conditioner, created to combat breakage with a formula containing almond and protein. The product offers 450-degree heat protection and helps prevent damage, while straightening hair, the brand said.

To launch the Elvive collection, the New York City-based company is debuting the “Comeback,” an integrated campaign that celebrates the fact that hair can make a comeback from being damaged. The campaign is set to star Winona Ryder, along with Aja Naomi King and Camila Cabello.

Elvive products are available in mass food, drug and retailers nationwide. Shampoos and conditioners have the suggested retail price of $4.99, while treatments can be purchased for $6.99.

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