Loreal 2012 Annual Report Download - page 49

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HAIR COLOURANTS
THE OLIA REVOLUTION
Thanks to Olia by GARNIER,
home-use hair colourants will
never be the same. Three years
after the Inoa innovation
from L’ORÉAL PROFESSIONNEL,
ODS (Oil Delivery System)
technology has been adapted
for home-use hair colourants sold
in mass-market outlets
(learn about the science behind
the product on p.75). Ammonia-free
and odourless, Olia also stands
out because it is extremely pleasant
to apply and offers a palette
of 22 shades. Since its launch
in the autumn, more than
1.1 million units of Olia have been
sold in France, Switzerland and
the United Kingdom(1).
oils are a new haircare category in mass-market retail
outlets and represent an increase in sales growth for the
brands.
Dry or sulphate-free:
reinventing shampoo
Another big hit product adopted by consumers has been
GARNIER’s Ultra Doux dry shampoo with lemon, a new
step in their daily routine. For Fructis, the Oil Repair 3 line
is the first stage in a complete renewal of the range,
and is already delivering excellent performances, par-
ticularly in Germany, Austria and Spain(2). Finally, in the
mass-market haircare premium segment, L’ORÉAL PARIS
has launched its sulphate-free(3) haircare range L’Oréal
Haute Expertise in Europe, with three lines: EverPure,
EverLiss and EverForce. This technology has already met
with great success in the United States. Sulphate-free
L’Oréal Haute Expertise formulas preserve the integrity
of the hair fibre and ensure total colour protection. (1) Source: Distributor feedback.
(2) Source: Nielsen retail panel, 2012.
(3) Without sulphated surfactant.
ELVIVE NUTRI-GLOSS CRISTAL
A range for normal to fine hair in need
of extra shine. Its secret? With its rich,
sparkly gel texture, it nourishes hair
without weighing it down.
47