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L’Oréal Professionnel launches Absolut Repair
L’Oréal Professionnel, a global leader in professional haircare, is proud to announce the launch of Absolut Repair Molecular haircare line in South Africa. This innovative range is the first of its kind for the brand, designed to repair damage by reforming and rebuilding the molecular structure of damaged hair, offering unprecedented solutions for modern hair concerns.
“We are thrilled to introduce the Absolut Repair Molecular line to our South African customers,” said L’Oréal Professional Products Division general manager David Ballon. “This ground-breaking range represents a new era in haircare, where we can effectively repair and rebuild the hair’s molecular structure, offering unparalleled strength, elasticity, and movement.”
Over the years, consumer expectations regarding hair care have evolved significantly. The new Absolut Repair Molecular focuses on inner damage, including fibre weakness, lack of elasticity, and length extension issues. This cutting-edge approach significantly shifts how professionals and consumers perceive and treat damaged hair.
L’Oréal Advanced Research’s achievement in decomposing peptides and injecting their components separately into the hair fibre is at the heart of this breakthrough. This unique technology, co-developed with leading scientists and hair professionals, allows for the reforming and rebuilding of the hair’s molecular structure, effectively repairing damage.
What Absolut Repair Molecular does for damaged hair:
• Restores strength, elasticity, and movement
• Deep penetration, instant transformation at the hair’s core
• Replacing essential amino acids (the building blocks of the hair) lost through heat and chemical damage while strengthening the peptide chains simultaneously. The Absolut Repair Molecular line is concentrated with 2% Peptide Bonder and five amino acids, enhancing its reparative capabilities and consists of four key products:
• Absolut Repair Molecular PreTreatment (with 3% peptide bonder and five amino acids to repair hair molecular structure). More than surface repair, this pre-treatment penetrates the fibre for a molecular refill and fortifies the core. It restores strength, and hair is visibly transformed, easy to detangle, and fibre smoothness is restored.
• Absolut Repair Molecular Shampoo is a cream-to-foam textured shampoo
• Absolut Repair Molecular Rinse-OffSerum
• Absolut Repair Molecular Leave-InMask.
L’Oréal Professionnel Absolut
Repair Molecular range is available from leading hair salons nationwide or online from Superbalist or Takealot.