L’Oréal Paris Wants Walmart’s Gen Z and Millennial Scalp Care Customers

Building off the success of the L'Oréal Paris Elvive Hyaluron collection, which launched exclusively at Walmart in late 2022, the haircare brand is again collaborating with the retailer on another exclusive launch: Elvive Hyaluron + Pure. The new line includes shampoo, conditioner and an oil erasing scalp serum.

The new regimen, which is made up of formulas infused with hyaluronic and salicylic acid, exfoliates and purifies the scalp.

Elvive Hyaluron + Pure is said to strategically meet an increasingly prevalent consumer demand for scalp care. As the category continues to see the “skinification” of hair, the conversation surrounding oily scalp and roots is continuing to grow among Millennials and Gen Z. This subset of consumers is continuing to prioritize their skincare routines and are now considering scalp care as skincare too. The introduction of Elvive Hyaluron + Pure directly addresses these scalp concerns, according to L’Oréal.

“We are thrilled to partner with Walmart on another exclusive collection that directly addresses an increasingly prevalent consumer need,” noted Ali Goldstein, president of L'Oréal Paris USA. “Younger generations are prioritizing their scalp care in new ways and the introduction of Elvive  Hyaluron + Pure helps democratize their needs at more accessible price points.”

The Hyaluron Pure Oil Erasing Serum is said to gently exfoliate the scalp’s surface to remove impurities, and product build up, and leaves you with a scalp that does not feel or look oily. Hyaluron Pure Purifying shampoo removes up to 100% of dulling residue (vs. unwashed hair), according to the brand.  Hyaluron Pure Rehydrating Conditioner is described as a lightweight and creamy conditioner.

“We’re thrilled to once again collaborate with L'Oréal Paris on the launch of Elvive Hyaluron + Pure Collection. This new innovative product line reflects our commitment to providing our customers with top-tier haircare solutions, ensuring they experience personalization for their self- care routine at the everyday low prices we provide,” said Creighton Kiper, Walmart merchandising VP-beauty.

“Our exclusive partnership with Walmart, the No. 1 retailer in America, represents an incremental consumer recruitment opportunity for both L'Oréal Paris Elvive and Walmart, and we look forward to expanding our shopper base together,” added Goldstein.

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