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August 29 2014

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L’Oréal Professionnel Strikes Oil—Again

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Since L’Oréal Professionnel launched its Mythic Oil this summer, its first foray into the highly popular (and highly profitable) hair-oil game, the slim bottle of golden elixir has become a fast favorite at the retail level and on the runway; backstage at Anthony Vaccarello, Anthony Turner kept a bottle of the rice-bran oil-based treatment close at hand to treat models’ world-weary locks and remedy the residual damage of a grueling show schedule. Next month, the French beauty giant is hoping to capitalize on the product’s success with a full line extension that will include a Mythic Oil Nourishing Shampoo, Nourishing Conditioner, and Nourishing Masque, all of which will be fortified with frizz-fighting argan oil and strand-softening cotton seed oil. Even more interesting, however, is the company’s decision to take the liquid gold to its network of trained professionals via an in-salon oil bar. Consisting of three different concentrated blends—a Scalp Clarifying option with citrus, cypress, and tea-tree oil to purify and energize the scalp; a Nourishing option rich in regenerating rice-bran oil; and a Color Protecting option that boasts linseed oil to illuminate and protect individual strands—each service is completely customized and includes an über luxe massage to ensure that the ingredients penetrate the hair follicles without weighing hair down. Talk about a smooth move.

L’Oréal Professionnel Mythic Oil In-salon Indulgent Experience, $15 to $50, visit www.LPsalons.com to find a location near you.

Photo: Courtesy of L’Oreal

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