L'Oréal Paris Debuts Second Phase Of Elvive Hair Care "Comeback" Campaign

New Commercial Celebrates L'Oréal Paris Spokeswoman Camila Cabello's Personal Comeback Story

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Jan 26, 2018, 02:14 ET

NEW YORK, Jan. 26, 2018 /PRNewswire/ -- L'Oréal Paris launched Elvive Hair Care to help revive all forms of hair damage – whether from heat styling, dryness or color processing. The brand knows everyone loves a comeback and believes hair deserves one too.

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The newest phase of the brand's "Comeback" campaign, which celebrates the power of a comeback, is rooted in the fact that dry hair can make one too. To bring this to life, L'Oréal Paris spokeswoman and singer-songwriter Camila Cabello shares her personal and hair comeback stories. The first part of her integrated campaign will debut with a 60 second commercial this weekend.

"I think a comeback is defined as struggling through something and having the strength and resolution to push past it," says Camila Cabello. "For me, it was about taking chances, aiming high and believing that I was worth it. I can now finally hear everything my heart was telling me."

"We are very proud to partner with Camila for the launch of Elvive," says Tim Coolican, President, L'Oréal Paris USA. "Elvive was designed to address the 80% of women in the U.S. who experience some form of hair damage daily. The line builds on L'Oreal Paris' commitment to creating innovative products, services and experiences that help people look and feel their best every day."

Elvive is a treatment-led hair care line that has active patents until 2026 and contains powerful ingredients that are proven to revive damaged hair. The treatments are supported by tailored shampoos and conditioners to complete the regimen.

The Extraordinary Oil collection, which Camila's campaign focuses on, targets dry and undernourished hair. Daily actions such as brushing or styling can actually cause hair to become dry and brittle. In Camila's case, her hair often goes through multiple hairstyle changes – including brushing, curling, straightening, teasing and more – in just one performance.

A leave-in or hydrating treatment can help mitigate this type of hair stress and keep hair silky and luminous. The hero treatment within the Extraordinary Oil line is the Extraordinary Oil Treatment which is a multi-use, leave-in product infused with camellia and golden sunflower oils. In just one use, hair is left ten times more moisturized with no greasiness or weigh-down. It has been tested on all hair types and can be uniquely integrated into hair routines in a multitude of ways including: as a post-shampoo detangler to mitigate friction when brushing, used pre-blow dry to reduce flyaways and as a finisher for added shine.

The Elvive products are available at mass, food and drug nationwide beginning January 2018. All Elvive shampoos and conditioners have a suggested retail price of $4.99 and all treatments have a suggested retail price of $6.99.

Directed by Roman Coppola, Camila's "Comeback" campaign premieres this weekend and will live on social, digital and in print media in the following months.

About L'Oréal Paris:
The L'Oréal Paris division of L'Oréal USA, Inc. is a total beauty care brand dedicated to empowering women by offering the most luxurious and innovative products and services available in the mass market. The brand's signature tagline, "Because I'm Worth It," was born in the United States in 1971 to celebrate the beauty and intrinsic self-worth of women, and for more than 100 years, L'Oréal Paris has been providing women around the world with products in four major beauty categories: hair color, haircare, skincare and cosmetics. With L'Oréal's invention of hair color in 1909, the brand continues to serve as the leading innovator of hair products across color, care, and styling with brands such as Superior Preference, Féria, Excellence Crème, Elvive Hair Care, the Ever Collection, Advanced Hairstyle, and Elnett Satin Hairspray. L'Oréal Paris provides scientifically-advanced skincare products that are clinically proven to address individual skin concerns through its renowned brands Revitalift, Hydra Genius, Age Perfect, and Sublime Bronze. L'Oréal Paris' iconic cosmetics collections include Infallible, True Match, Colour Riche, Voluminous, and Visible Lift. For more information about L'Oréal Paris and to receive personalized advice, expert tips, and exclusive content, please visit www.lorealparisusa.com.