L'Oreal Paris USA Introduces Advanced Haircare and Announces Facebook Giveaway of 1 Million Products

L'Oreal Paris Kicks Off Red Carpet Season by Encouraging Women to Change the Life of Their Hair

Jan 15, 2013, 09:00 ET from L'Oreal Paris

NEW YORK, Jan. 15, 2013 /PRNewswire/ -- L'Oreal Paris, global hair authority and R&D leader, is proud to build on its 100 years of beauty heritage with the launch of a new franchise five years in the making – Advanced Haircare. Designed to help American women change the life of their hair, this clinically-tested1 collection, on shelves now at mass retailers, consists of five tailored modules with shampoos, conditioners and hair treatments to deliver instant results and lasting transformation1. With seven luxurious and effective treatments at the center of Advanced Haircare, L'Oreal Paris is encouraging women to adopt a three-step haircare routine – shampoo, condition and treat – to help hair look gorgeous.

(Photo: http://photos.prnewswire.com/prnh/20130115/NY42376-a  )

As a means to introduce America to Advanced Haircare, L'Oreal Paris is giving away 1 million product samples exclusively on the brand's Facebook page (facebook.com/lorealparis)2 on Tuesday, January 15th. Known for its red carpet and get-the-look expertise, L'Oreal Paris is kicking off this large-scale giveaway at the start of the most glamorous time of the year – awards season.

"With 1.7 million U.S. fans and over 14 million fans globally, Facebook has become the definitive location for women who love L'Oreal Paris to share, discuss and learn about the latest in beauty products. It's great that L'Oreal Paris has chosen to utilize Facebook to give away these new Advanced Haircare products to 1 million of their biggest fans," says Facebook Vice President of Global Marketing Solutions and head of U.S. Sales, Tom Arrix.

L'Oreal Paris developed the five modules of Advanced Haircare based on the top haircare concerns of American women, as shown by extensive market research conducted by the brand: Total Repair 5 for damaged hair, Smooth Intense for frizzy hair, Power Moisture for dry hair, Color Vibrancy for color-treated hair and Triple Resist for breakage-prone, weak hair.

All five modules feature Arginine-K Complex™.  The Arginine-K Complex™ in the five individual modules is paired with customized actives that tailor each formula for particular hair needs and types – ultimately delivering instant results and lasting transformation, when used regularly1.

Although hair is a woman's crowning glory, many American women rush through their hair routine with a quick shampoo and condition. L'Oreal Paris is encouraging women to add a third and critical step to their haircare routine by adding the use of treatments. With ingredients that penetrate the hair, treatments not only give strands a polished, finished look, but also help keep hair feeling and looking healthy.

As more and more American women are exposing hair to chemical treatments and styling with multiple hot tools, the use of treatments is now more crucial than ever. Hair treatments have already caught on abroad as treatment usage is more than double outside of the U.S., according to L'Oreal Paris research.

To personalize the regimen, the treatments within Advanced Haircare are innovative and comprised of user-friendly forms including two rinse-out masks, three lightweight leave-in sprays, a serum and a creme formula. These tailor-made solutions bring premium textures to the haircare aisle.

"Right now, U.S. women believe that only skincare warrants an ongoing regimen. They see hair as a quick fix, when really, hair deserves and needs the same multi-step approach as skincare to be at its best," says Karen T. Fondu, President of L'Oreal Paris USA. "Behind Advanced Haircare is a technology with highly efficacious formulas to meet the specific needs of U.S. consumers." 

Actress Lea Michele, L'Oreal Paris spokesperson for Advanced Haircare's Total Repair 5 line, weighs in on her personal experience with treatments: "I've learned from the hairstylists I've worked with that hair treatments are the most important step in a haircare regimen."  She continues, "Treatments put all of these ingredients into your hair. You can really see and feel a difference in your hair right away."

No two heads of hair are alike and no one understands this better than L'Oreal Paris. With five tailored modules designed to address common haircare concerns, women can pick and choose the hair systems and products that best work for their hair type and needs.

  • Total Repair 5 is formulated with Arginine-K Complex™ + Ceramide
    This module, which includes shampoo, conditioner, a Damage-Erasing Balm and Multi-Restorative Dry Oil, is designed to help fight visible signs of damaged hair3, including split ends, weakness, roughness, dullness and dehydration. Total Repair 5 repairs up to one year of damage in one use3.

  • Smooth Intense is formulated with Arginine-K Complex™ + Oleo-Keratin
    This module, which includes shampoo, conditioner, Xtreme Straight Creme and Frizz Taming Serum, leaves hair polished, smooth and frizz-controlled for up to 72 hours4.

  • Power Moisture is formulated with Arginine-K Complex™ + Hyaluronic
    This module, which includes shampoo, conditioner and a Power Moisture Rush Mask, provides hair with up to 10X more moisture5.

  • Color Vibrancy is formulated with Arginine-K Complex™ + Anti-Oxidant + UV filter
    This module, which includes shampoo, conditioner and a Color Vibrancy Dual Protect Spray, delivers up to eight weeks of color vibrancy6 and nourishment.

  • Triple Resist is formulated with concentrated Arginine
    This module, which includes shampoo, conditioner and an Ultimate Strength Solution, reinforces hair to reduce hair fall due to breakage by 64%7.  

The entire Advanced Haircare collection is now available at drugstores and mass retailers nationwide. All shampoos and conditioners are available in 12.6 oz. for a suggested retail price of $4.99. Advanced Haircare Treatments, listed below, are $6.99 and available in the following sizes:

  • Total Repair 5 Damage-Erasing Balm – 8.5 oz.
  • Total Repair 5 Multi-Restorative Dry Oil – 3.4 oz.
  • Xtreme Straight Creme – 8.5 oz.
  • Smooth Intense Frizz Taming Serum – 3.4 oz.
  • Power Moisture Rush Mask – 8.5 oz.
  • Color Vibrancy Dual Protect Spray – 5.1 oz.
  • Triple Resist Ultimate Strength Solution – 5.1 oz.


The L'Oreal Paris division of L'Oreal USA, Inc. is a total beauty care company that combines the latest technology with the highest in quality for the ultimate in luxury beauty at mass. The L'Oreal Paris brand encompasses the four major beauty categories – hair color, haircare, skincare and cosmetics – and includes such well-known brands as Preference, Excellence, Feria and Healthy Look hair color; Advanced Haircare, Elnett Satin Hairspray, EverPure, EverStrong, EverSleek, EverCreme, EverStyle, EverCurl, Studio Line and L'Oreal Kids hair care; Youth Code, Revitalift, Age Perfect, Ideal Clean, Ideal Moisture, Go 360 Clean, Sublime Bronze, Sublime Sun and Men's Expert skincare; and the Colour Riche, True Match, Infallible, Visible Lift and Studio Secrets Professional MAGIC cosmetics collections, along with a portfolio of mascara including Voluminous, Double Extend and Telescopic among many others. For more information on L'Oreal Paris and its brands, and to receive personalized beauty advice, expert tips and exclusive beauty content 24-7 (wherever you may be), check out www.lorealparisusa.com.

1 With continued use; system of shampoo and conditioner tested for instant results and lasting transformation
2 One sample-sized product per entrant; samples available until supplies last. For full rules and regulations, visit: www.facebook.com/lorealparis
3 Reverses damage to hair's smoothness, when using the system of shampoo & balm
4 When using system of shampoo, conditioner and treatment vs. non-conditioning shampoo
5When using system of shampoo and rinse-out treatment vs. non-conditioning shampoo
6When using system of shampoo and conditioner vs. non-conditioning shampoo
7When using system of shampoo, conditioner and treatment in a brushing test that measures breakage vs. non-conditioning shampoo


SOURCE L'Oreal Paris