Loreal 2014 Annual Report Download - page 32

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SERIOXYL
BY L’ORÉAL
PROFESSIONNEL
Two serums for fine
and thinning hair,
one for the scalp
and the other for
the hair fibre.
Haircare was the category that posted the strongest
growth in 2014. Its secret? Major innovations with strong
scientific value that are adapted to suit women’s ex-
pectations, both in terms of products and associated
services.
The pioneering scalp care brand KÉRASTASE saw the
success of Densifique confirmed this year in the hair
density segment and by the Prix d’Excellence de la
Beauté Marie Claire 2015 (1). The brand also demonstrat-
ed its continued ability to innovate with the high-profile
launch of Discipline. Derived from L’Oréal research into
hair movement and from a deep understanding of
women’s expectations, this haircare range is based on
a new routine to give control and shape.
The L’ORÉAL PROFESSIONNEL brand is innovating with
Serioxyl, a concentrate of expertise from L’Oréal Research
made into a unique professional and tailor-made pro-
gramme. It has also launched Absolut Repair Lipidium,
inspired by Brazilian hair, with a salon procedure and a
home routine.
The accessible professional brand MATRIX is successful-
ly revamping its Biolage franchise. The new range has
been well received in all strategic markets, and is invalu-
able in terms of winning over new consumers.
(1) Source: Prix d’Excellence de la Beauté 2015, Marie Claire, January 2015.
Haircare
innovations
PRODUCTS
PROFESSIONAL
DISCIPLINE
BY KÉRASTASE
KÉRASTASE is
leading the way
insmoothness
andbounce.
ABSOLUT REPAIR
LIPIDIUM BY
L’ORÉAL
PROFESSIONNEL
A range of seven
products to repair
hair fibre.