Repairing damaged hair is one of the biggest demands in women’s hair care: 58% of women* say this is a concern. Hair damage can be due to many factors such as the sun, excessive chemical treatments or other external stress factors. Thanks to the most advanced hair research and technology, damaged hair can now be repaired lastingly through both salon and at-home haircare treatments
PROFESSIONAL ADVICE
The first thing to know is that there isn’t one, but several levels of hair damage. To be the most efficient, treatment needs to be adapted. Inspired by L’Oréal Research’s understanding of damaged hair, L’Oréal Professionnel has highlighted three different stages of damaged hair. Thanks to his expertise and training, only your hairdresser can truly evaluate the level of hair damage of your hair.
A NEW GENERATION OF HAIR REPAIR TREATMENTS THAT LAST
To offer a targeted response to each of the damaged hair stages, L’Oréal Professionnel has created PRO FIBER, the first repairing treatments for long-lasting haircare, initiated in-salon and infinitely reactivatable at home. The PRO FIBER protocol is personalised and based on a unique Hair Damage Evaluation diagnosis carried out by the hairdresser in order to assess the level of hair damage and select the products adapted to the sensitised hair fibre. The hairdresser will then apply the best adapted salon protocol and provide personalised hair care advice for the ideal at-home follow up.
PRO FIBER has been formulated with L’Oréal’s exclusive combination of unique active ingredients, which lastingly penetrates the hair fibre and locks in hair-repairing actives for unparalleled and visibly lasting results. Where beneficial haircare effects previously were washed off in the first shampoo, the unique molecules in PRO FIBER are now sealed deep into the hair fibre during the in-salon treatment. The APTYL 100 molecular complex within PRO FIBER can then be reactivated at home for up to 4 shampoos and then recharged, again and again.
*Source: Top Ten Women 2013 – Ranking hair needgaps.
