L'Oréal Paris Unveils New Hair Care Line To Revive Damaged Hair: Elvive

Actress Winona Ryder, L'Oréal Paris Spokeswomen Aja Naomi King and Camila Cabello Star in Launch Campaign Celebrating the Power of a Hair Comeback

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L'Oreal Paris

Jan 05, 2018, 03:58 ET

NEW YORK, Jan. 5, 2018 /PRNewswire/ -- L'Oréal Paris proudly introduces Elvive, a hair care line designed to help revive all forms of hair damage. After all, everyone loves a comeback and your hair deserves one too.

L'Oréal Paris Unveils New Hair Care Line To Revive Damaged Hair: Elvive

Elvive Hair Care is rooted in the insight that nearly eight in ten U.S. women experience some type of hair damage – whether from heat tools, color processing or dryness – and that three in ten are unsatisfied with the current products they are using to solve for damage. The treatment-led hair care line is designed to provide preventative and rejuvenating solutions for damaged hair in just one use. To bring this proposition to life, the brand is launching "Comeback," an integrated campaign that celebrates the fact that hair can make a comeback from damage. The campaign stars Golden Globe award-winning actress Winona Ryder along with L'Oréal Paris spokeswomen, actress Aja Naomi King and singer-songwriter Camila Cabello, all of whom have their own unique hair comeback stories. The first part of the "Comeback" social, digital, print and television campaign will air as a commercial this weekend.

"Elseve has been the #1 hair care brand in Europe and leader in treatments since 1971. We are thrilled to now bring the hair care line to the U.S. under the Elvive name with focused positioning that speaks to the 80 percent of U.S. women who are experiencing hair damage daily," says Tim Coolican, President, L'Oréal Paris USA. "With this launch, we hope to empower people to fight hair damage so they can have beautiful, revived hair every day."

The Elvive products have been tested on over forty thousand women and are designed to revive damaged hair. The hair care line is focused on treatments as they are the most transformative in reviving and visibly restoring damaged hair. The treatments are supported by tailored shampoos and conditioners to complete the regimen.

The collections within the Elvive hair care line are designed to directly address women's biggest hair care concerns: damaged, dry and color-treated hair. Total Repair 5 is designed for damaged hair, Extraordinary Oil is designed for dry and undernourished hair and Color Vibrancy is designed for color-treated hair. The newest star treatment to join the Total Repair 5 line is the Protein Recharge Leave-In Conditioner, which helps combat breakage with a revolutionary formula containing almond and protein. It offers 450 degree heat protection and recharges the hair fiber to help prevent damage and strengthen hair. Hair is left 15 times stronger with 97 percent less breakage.

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.

Created by McCann New York and directed by Roman Coppola, the "Comeback" campaign premieres this weekend and will live on social, digital and in print media throughout 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.