L'Oréal Professionnel - it’s a brand we all know but perhaps overlook from time to time.
I’ll be honest, I always thought of it as the brand my mum used and a brand that had just generally been around for years.
Recently, though, I was fortunate enough to be invited to an incredible “Rendezvous in Paris” to see the future of the brand.
Across three days, 90 editors, influencers and retailers from across the globe went behind the scenes to see how L'Oréal Pro is changing the haircare game and creating a bit of a new age for itself.
We attended VivaTech, one of the largest technology expos in the world, visited the L'Oréal research labs and experienced the metaverse that L’Oreal Pro is moving into.
At the labs, we saw the next-gen Steampod that will be arriving in 2024 and may have had a sneak peek at some future products that we were sworn to secrecy about.
At VivaTech, the L'Oréal Group showcased a selection of their brands and the technology advancements they’re making - which I’ll get to shortly. But first, a quick refresher on L'Oréal Professionnel and why they should be on your radar.
Why L’Oreal Professionnel Should Be On Your Radar.
While we all love a bougie shower experience, let’s be real - it adds up; especially at the moment!
It’s not about the smell, how it looks or even, the price; it’s about the research the brand puts into their products that makes the difference. Don’t be fooled by appearances - go for a product that is going to do what it says.
L'Oréal Pro has really moved into owning this space - they’ve created collections that go beyond just colour protection or hydration.
They’re researching how to genuinely strengthen and repair hair from the follicle to the fibre.
At the research labs, we met the teams behind collections such as Metal Detox, the new Scalp Advanced range and that secret new collection I mentioned (trust me, we’re sooo excited for it!!).
As one of the leaders in haircare tech, L'Oréal Pro has come a long way.
Elevating both their style and performance, they are now at the forefront of developing haircare that works, at an accessible price!
OK, now onto the three main takeaways I learned while visiting L'Oréal Professionnel.
1. Use Metal Detox Before Colouring.
Metal Detox is a collection I hadn’t taken much notice of, thinking it was always for coloured hair - to extend its life. And while that’s true, it actually does far more.
It’s a range that strengthens the hair and prepares the hair to go through what is actually a stressful time - dying it!
If you’re a regular bleach fiend, you have to give your fine locks the best chance to not just take the colour on, but remain as strong as possible - think about those TikToks of the hairdressers doing the breakage test on potential blondes!
The secret ingredient is Glicoamine which removes the deposits of metal that are left on the hair. Just like you get your skin barrier ready for an intense treatment, you have to do the same with the hair.
Once you’ve had your hair dyed, you want to keep using this collection to strip out the metals from the shower water that stay in your hair. Helping it to feel stronger, better and extend the life of your colour with ease.
