Exclusively in L’Oréal Professionnel salons
L’Oréal Professionnel is pleased to present the Advertising Campaign of ABSOLUT REPAIR LIPIDIUM, the new revolutionary line of repair care for very damaged hair,embodied by Kirsten Dunst, Brand international spokesperson.
HAIR REPARATION: THE 1stPRIORITY IN HAIR CARE
1 out of 3 women all over the world is concerned about the hair damage*.In two years, on average women subject their hair1500 brushings, 350 blow-dries and 150 straightening.Over time,all these factors can contribute to the damage and weakening of the hair and hair fibre, whichrequire deep,instant reparation.
Like the skin, the hair fiber is composed of different lipid layersto provide durable protection. L’Oréal’s researchexperts have found that gradually over time, every layer is prone to damage.
NEW TECHNOLOGYABSOLUT REPAIR LIPIDIUM: THE LIPIDIUM COMPLEX
Today, only hairstylists have the expertise to perform advanced layering treatments that repair the hair fiber entirely. Developed on the basis of a thorough understanding of what today’s customers expect and inspired by the most advanced hair care treatments of Brazil, L’Oréal Professionnel has created ABSOLUT REPAIR LIPIDIUM, the newrevolutionary rangeforinstant, unprecedentedhairrepair.
ABSOLUT REPAIR LIPIDIUM isenriched withLipidium Complex, a unique technology,exclusive to L’Oréal Professionnel, conceived to target each zone of the hair fiber according to its degree of damage to deeply repair the hair fiber and to give the hair an unrivaled silky smooth feel.
Enriched with reconstructing lipids, the Lipidium Complex is an essential shield containing phytokeratin and ceramide to compensate for a lack of intercellular “cement” and to restore the central structure of the hair. Lactic acid in the formula reestablishes cellular cohesion at the core and restores the cortex.
With ABSOLUT REPAIR LIPIDIUM the foundations are reinforced, the fiber is repaired and the surface is sealed off against new aggressors.
LIPIDIUM RECONSTRUCTION, AN EXCLUSIVE IN-SALON PROTOCOL
Developed by L’Oréal Professionnel experts in Brazil, country renowned for being the most demanding in terms of hair care performance,and tested on long, particularly damaged hair, LIPIDIUM RECONSTRUCTION protocol is a 30 minute salon treatment to erase all hair damage. This layering advanced treatment is developed by hairdressers in quick and short steps:
*Top 10 study by L’Oréal laboratories, 2011, 6 countries
- Cleanse of the hair with the new Absolut Repair Lipidium Shampoo.
- NEW: as a totally original gesture, application of concentrate Primer Repair Lipidium and use of the professional tool Steampod. Its steam system allows the cauterization of the hair by locking the active ingredients into the fiber.
- Application of Absolut Repair Lipidium Masque to the hair.
- Application of the bi-phase serum Sealing Repair Lipidium on the hair ends to fill them in and smooth their surface. Then Steampod again.
ABSOLUT REPAIR LIPIDIUM, ACOMPLETE RANGEOF PRODUCTS
ABSOLUT REPAIR LIPIDIUM range contains eight products dedicated to the unprecedented repair of hair fibers with instantly visible results: no weighing down at the roots, softness and movement through the lengths and sealing and flexibility at the ends.Two new gesturesprovide instant hair reparation:
PRIMER REPAIR LIPIDIUM: This single-dose, highly concentrated in lipids, is applied on wet hair, between the Instant Reconstructing shampoo and the conditioner or masque. Boosted by heat during the salon protocol, or applied as part of a home hair care routine, it is effective from the very first application.
The hair is restored –instantly transformedfrom roots to ends.
SEALING REPAIR LIPIDIUM: The new bi-phaseserum for split ends combines reconstructing lipids and resurfacing ceramide for a maximum reconstruction of ends. This essential renewing duo is applied on damp hair before styling, or daily on dry hair, directly on the damaged ends. Perfectly re-sealed, the ends have new found softness.
Shampoo, Conditioner, Masque, Thermo-Reconstructing Cream, Serum and Powerdose complete the range ABSOLUT REPAIR LIPIDIUM.
KIRSTEN DUNST, SPOKESPERSON FOR ABSOLUT REPAIR LIPIDIUM:
“ABSOLUT REPAIR LIPIDIUM is an in-salon treatment that repairs your hair instantly. Being an actress, I need this kind of hair care because I want luxurious hair after it’s been bleached and blow dried. And this is the range of product that fixes it all”.
ABSOLUT REPAIR LIPIDIUM protocol is exclusively available in L’Oréal Professionnel salons.