The infinitely professional hairspray. A new formula, tested and approved by backstage hairdressers at this year's F/W 2014-15 shows.
INFINIUM, THE BACKSTAGE MUST-HAVE, IS BACK WITH A NEW FORMULA
As the official partner of Paris Fashion Week, L'Oreal Professional is present behind the scenes of Fashion Week shows in New York, London, Milan and Paris. This season, L'Oreal Professionel hairdressers were responsible for the hair at shows including Sonia Rykiel, Chloe, Kenzo and Carven. It was ideal opportunity to offer a sneak peek of the new INFINIUM hairspray before its official launch in L'Oreal Professional salons worldwide.
INFINUM, A NEW FORMULA FOR AN INFINITELY PROFESSIONAL DIFFUSION
Extremely fine, extremely dry with no visible residue and no stiffness, its new formula instantly fixes hair with hold ranging from strong to extra strong. INFINIUM is a professional spray that offers an invisible result, ideal for creating all types of looks: back-combed, tousled, extra-voluminous and highly defined. Its secret: ultra-fine, professional-grade droplets.
High Fixation: from strong up to extra strong
High Speed: dries instantly, no wetness
High Invisibility: no visible residues, and natural feel with no stiffness
High Shine: shiny hair, no dull veil.
Instant hold, zero stiffness-Free movement-Invisible fixation
James Pecis, one of the most talented studion hairdressers, and go-to hairstylist for major brands like Chloe and Carven, has tested and approved the new formula: 'The new INFINIUM provides the ultimate workable hold without the appearance being 'hairsprayed'. It is incredibly dry while providing the control I need in the final lineup backstage. Its versatility, having immediate hold while ensuring an invisible result, makes INFINIUM a staple product of every backstage kit.'
INFINIUM BY L'OREAL PROFESSIONEL IN FIGURES:
15-year partnership with the best studio hairdressers
40,000 salons swear by it worldwide
1 INFINIUM hairspray sold every 11 seconds worldwide
The new INFINIUM will be available in all L'OREAL Professional salons beginning Nov.2014.