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L’Oréal Expands Men’s Hair Care Offerings

Kérastase Homme Capital Force debuts.

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By: TOM BRANNA

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L’Oréal is putting more muscle behind its men’s personal grooming offerings with the launch of Kérastase Homme Capital Force in Europe. A U.S. launch is scheduled for September.

The lineup includes three pairs of daily treatment shampoo and a leave-in lotion for at-home use. The products make claims such as “densifying,” “anti-dandruff” and “anti-oiliness.” The formulas are said to work on a hair’s root and on its fiber. There’s also a salon treatment for thinning hair. The secret ingredient is a taurine system designed to stimulate hair and slow growth.

Happi columnist Colin Hession things L’Oréal has a winner on its hands in men’s hair care.

“Male hair care in salons and the top end of retail has been a glaring hole waiting to be filled,” observed Hession, managing director, Colin Hession Consulting. “Colomer’s American Crew had things its own way for too long, and has seemingly failed to drive home its advantage.”

According to Hession, P&G has apparently been too busy with Gillette hair care in mass, “so L’Oréal should do well with this obvious introduction, which ties in with its CEO’s declared intention of going for ‘white space’—segments and categories where the company have not competed internationally.”

To combat hormonal causes of hair loss, Capital Force products contain combinations of taurine and D-biotin plus ceramide and argenine. With the aim of blocking secondary factors contributing to hair loss, the anti-dandruff products include piroctone and olamine; the anti-oiliness products have a derivative of an amino acid, and the thickening products incorporate a styling polymer, according to the company.

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