Absolut Repair Cellular

Company Brief

Bangalore, September 9, 2011

Building on Fundamental Research discoveries, L’Oréal Professionnel has created Absolut Repair Cellular, a unique range of lactic acid enriched hair care products for very damaged hair. The system rebuilds hair structure from inside the cell core using an in-salon care routine combined with a home beauty routine. Repaired from deep inside, damaged hair is transformed.

TECHNOLOGY

L’Oréal Advanced Research has utilized the exceptional properties of Lactic Acid to go deep into the core of each hair fibre and rebuild its structure. With unique physical and chemical properties, Lactic Acid is an organic acid that can be derived from fruit. Its low molecular mass and high ionic charge enable it to penetrate to the core of a damaged fibre and target ionic junctions in damaged lengths, in order to restore the hair’s cellular integrity.

After using the lactic acid enriched formula of Absolut Repair Cellular, the hair fibre is radiant and healthy. Inside the cuticle, the cells are bound together stronger to form an effective protective barrier, and the ionic junctions are reconstituted. A dense and strong mesh once again holds the cortical cells together.

Spectacular results

After ten days of using Absolut Repair Cellular Shampoo and Masque, damaged hair is repaired right through to the core. Treatment penetrates deeply into each individual cell for revitalized hair. Rebuilt from the inside, damaged hair regains strength and radiance.

Absolut Repair Cellular: the product range

All the 8 new products are based on the Lactic acid enriched technology and indicated for very damaged hair:

- Cellular Repair Shampoo, 250 ml. - Rs. 475/-

- Cellular Repair Masque, 200 ml. - Rs. 580/-

- Cellular Repair Conditioner, 150 ml - Rs.475/-

- Cellular Repair Leave-in Cream 150ml - Rs.475/-

- Special Serum, 50ml. For very damaged ends - 530/-

- Power cell Repair, 10 ml – In salon treatment product.

- Cleansing balm, 250 ml - In salon treatment product.

- Renew C pre shampoo treatment - In salon treatment product

Absolut Repair Cellular products are available exclusively in-salons.

CELLULAR REPAIR SERVICE: An exclusive in-salon service for intensive cellular repair of damaged hair

The first step in repairing damaged hair is an exclusive in-salon treatment at the hands of a professional. To cater for the needs of haircare professionals, L’Oréal Professionnel created Power Cell Repair with lactic acid content for intensive cellular repair. The Cellular Repair service is a combination of the several Absolut Repair Cellular products to give you intense nourishment of damaged hair.

Results: Unrivalled softness and splendour to even the most damaged hair.

CLEANSING Balm: a new beauty routine for very damaged hair

The 1st cellular repair cleansing balm

Absolut Repair Cellular Cleansing Balm is a new generation, soft cleanser for delicate cleansing without friction. It’s creamy lather gently envelopes impurities and cleanses each individual fibre. An exciting new alternative to shampoo and masque, Absolut Repair Cellular Balm brings concentrated conditioning right to the core of each hair cell, transforming hair without weighing it down. Your hair stylist can now offer you an exclusive express repair service using the Cleansing balm.

For further information, please contact:

Actimedia Private Limited

Nischal Reddy

Tel: +91-80-42115774

Mobile: +919886666064