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L'Oréal Paris Thinks Spring



Cooks up a unique collection of products.



By Nancy Jeffries, Correspondent



Published January 14, 2011
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L’Oréal Paris launched its spring 2011 beauty lineup with a culinary adventure at New York’s Andaz Hotel. In keeping with its new array of textured, smoothing, and aerated products, including Magic Smooth Souffle Foundation and Sublime Mousse Hair Color by Healthy Look, L’Oréal Paris orchestrated its product introductions in the gleaming kitchen of the Andaz. With the help of an up close and personal cooking demonstration of the eponymous L’Oréal Mousse au Chocolat, by Chef Moreau of the Hotel Andaz, the stage was set for the presentation.

L’Oréal Paris, which holds 96 patents in hair color, has four research labs around the globe, and an expert hair color heritage, introduced its newest hair color line, Sublime Mousse, said to be the brand’s biggest revolution in hair care in 30 years. The product, which requires no shaking to mix, but rather a light swirling of the pump bottle, apropos of a culinary blending technique, is an easy to apply, foaming lather, permanent hair color available in a range of 12 natural tone shades. The foam is dispensed into the hand and massaged into the hair like shampoo, with no need for sectioning or parting, and the mousse formula expands around each strand of hair to seal in shine. Designed to deliver color that will not fade, Sublime Mousse is effective in covering gray, requires 30 minute processing time, and features an instruction sheet with a barcode that drives consumers to an instructional video demonstrating the application process, which may be watched in its entirety on mobile devices. The product will be available in March 2011 and retails for $9.99.
 

Chef Makes L’Oreal Mousse Au Chocolat


EverSleek Sulfate-Free Smoothing System, among the new L’Oréal launches, offered a gentle way to achieve hair-smoothing results at home. The product contains no sulfates, silicones, or parabens, and is designed to smooth frizzy, unruly or processed hair, with the new EverSleek technology, which contains Argan Oil, Olive Oil, and Sunflower Oil. The seven products in the line, including a silicone-free serum, also feature aromatic properties from natural botanicals, to enhance the sensorial experience. Among the products are EverSleek Intense Smoothing Shampoo and EverSleek Intense Smoothing Conditioner, 8.5 fl oz, at $6.99 each; EverSleek Reparative Smoothing Shampoo and EverSleek Reparative Smoothing Conditioner, $6.99; EverSleek Smoothing Deep Conditioner, $8.99; EverSleek Humidity Defying Leave-In Crème, $8.99; and EverSleek Frizz Taming Crème Serum, $8.99, launching in March.
 

Sékou Coulibaly, senior manager, marketing, L’Oréal Paris

In the cosmetic area, L’Oréal Double Extend Eye Illuminator Mascara, featured a black lengthening mascara on one side, with a hint of color to intensify eyes with different shades for blue, green/hazel, brown, or all eyes, and the other side featuring an illuminating top coat, with copper, bronze, quartz, or silver tones of pearl-infused color. These launched in January at $10.95. Infallible Le Rouge 10 Hour Lip Color is the newest collection of conditioning color, which features Color Fix Technology, patented flexible polymers for greater adhesion, and a Vitamin E and Ceramide 5 formula for healthy shine without dryness. Also available in January, the products in the collection include 30 shades and retail for $9.95.

 
 
L’Oréal Paris Sublime Mousse with Dessert Spoons

L’Oréal Paris Magic Smooth Souffle by Studio Secrets Professional is an air-whipped, oil-free foundation offering smooth, weightless coverage. It utilizes Mati-Opti Crystal Technology, which consists of a translucent compound of silicone elastomer and lightweight absorbent microspheres. When the compounds come in contact with oils on the skin they entrap the oil in the mati-crystal network, creating a luminous finish and allowing the natural look to show through. Available in 12 shades and retailing for $15.95, the product debuted last month.

There is also L’Oréal Paris Studio Secrets Professional Face Collection, featuring Perfecting Base and Color Correcting Primers, each $12.95; and the newly launched One Sweep Eye Shadow, from Studio Secrets Professional Collection, with innovative eyelid-shaped palette and contoured brush applicator. The creamy powder formula contains vitamin E and is available in four palettes for blue eyes, brown eyes, green or hazel eyes, and all eyes, for $9.95.

 
Skin Care and Treatment

 
Also featured was the new Go 360 Clean Anti-Breakout Cleanser Collection, which features the Scrublet Cleansing Tool. The soft, flexible disk creates a rich lather and enables deep cleansing to unclog pores and remove makeup and oil so pores look smaller. The cleanser contains 2% salicylic acid, to help eliminate acne causing bacteria; glycerin, to hydrate the skin; ER195 LHA, a proprietary molecule that provides micro-exfoliation; and menthol, to invigorate the skin. It retails for $6.99. In addition, the collection offers the already launched Go 360 Clean Deep Facial Cleanser, Facial Cleanser for Sensitive Skin, Cream Cleanser, and Clean Deep Exfoliating Scrub.
 
L’Oréal Paris Infallible Le Rouge Group Shot
In addition, L’Oréal featured new Sublime Bronze Clear Self-Tanning Gel, a paraben-free gel in a spray bottle, that delivers a long-lasting bronze complexion that develops in a few hours. It is available in a medium-tone bronze for all skin tones, and may be applied daily until the desired color is achieved. Retail price is $10.49. The new product complements the line of previously launched products in the collection, including Sublime Bronze ProPerfect Salon Airbrush Self-Tanning Mist, Self-Tanning Towelettes.


Additional information about L’Oréal Paris and its brands may be found at: www.lorealparis.com.
 


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