Advanced Haircare from L’Oréal Paris

Forget wet hair, apply shampoo, rinse and repeat. New Advanced Haircare from L’Oréal Paris is trying to convince US women to care for their hair the same way they care for their skin.


That’s because so many women put their locks through the wringer, with styling wands, straightening rods and other hair-raising devices and chemical treatments. L’Oréal is trying to change their habits to focus on the caring aspect of hair care. That’s what consumers in other parts of the world do, as nearly 80% of Brazilians and 70% of Japanese treat their hair with multisteps, according to L’Oréal research.


The Advanced Haircare line includes Total Repair 5, Smooth Intense, Power Moisture, Color Vibrancy and Triple Resist sublines. Within these, each includes a shampoo and conditioner along with one or more complementary treatments. All of them contain Arginine-K Complex, which is said to promote healthy hair.