Loreal 2013 Annual Report Download - page 29

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Absolut Control, 100% Brazilian
Many Brazilian women complain about hair with excessive vol-
ume. Because of its anti-volume and anti-frizz properties, the Rio
laboratories chose murumuru butter as the key active ingredient
of the L’ORÉAL PROFESSIONNEL Absolut Control range, and it has been
a real hit in Brazilian hair salons. This ingredient, extracted from
the seed of the murumuru, a palm tree that grows in the
Amazon, has traditionally been used to care for the hair and
skin. Thanks to partnerships with local communities, the butter
is produced in accordance with the principles of community
fair trade and biodiversity. A winning alliance between
Research, marketing and CSR.
a major lever for expanding distribution. This
is the ambition of Master Results, a new line
of accessible products from MATRIX with a
very simple five-step education concept.
The objective? To professionalise hairdressing
tasks and facilitate access to the products
thanks to a specially adapted “tool box”.
And to accelerate the initial training process,
L’ORÉAL PROFESSIONNEL has extended its network
of hairdressing schools to include six institutes
present in the country’s four largest cities.
A SOURCE OF INSPIRATION FOR
THE WHOLE WORLD
The diversity of its consumers, and their
demanding requirements not only in beauty,
but also in social and environmental respon-
sibility, make Brazil a unique source of inspira-
tion for the group, especially in the country’s
key categories: haircare, sun protection and
deodorants. Some Brazilian-inspired products
have now been globalised, such as Elvive
Reparação Total 5, an enormous success
launched in 2008 that is now found all over
the world. Brazil’s other asset is its biodiversity,
with highly varied flora and fauna, the source
of many active ingredients such as muru-
muru (see box “Absolut Control, 100%
Brazilian”) which are responsibly and sustain-
ably sourced.
The
L’ORÉAL PROFESSIONNEL
Institute was voted
“Brazil’s Best
Hairdressing School”
in 2013.
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