With constant heat styling, colouring and exposure to external aggressions, our hair experiences different levels of damage, which can be light, medium or severe. L’Oréal professionnel now has the solution; introducing Pro Fiber by L’Oréal professionnel; initiated in salons with an at home program designed to improve hair quality and health with continued use. True hair repair is now no longer temporary.

Repairing damaged hair is one of the biggest demands in women’s hair care; with 58% of women saying so. After 15 years of research and 15 patents; L’Oréal professionnel unveils the first repairing treatments to rectify, restore and reconstruct weak and damaged hair. Pro Fiber is the brands most technologically advanced hair care program to date. Pro Fiber begins with an in salon service using a concentrated dose of aptyl 100. The health and quality of damaged hair is restored and then maintained with a prescribed at home care range and an intensive at home treatment program. When combined, the in salon service and at home care boost the repairing properties of aptyl 100 to optimal levels with each shampoo.

Pro Fiber was developed thanks to L’Oréal advanced research’s unique understanding of damaged hair, exceptional formulas developed by L’Oréal laboratories and the essential expertise of L’Oréal professionnel hairdressers.

The brand has highlighted three stages of damaged hair:

– stage 1: only the cuticle is affected;

- stage 2: the cuticle and cortex are both affected;

- stage 3: the cuticle and cortex are very damaged.

Thanks to a thorough understanding of this new hair damage mapping, L’Oréal professionnel has especially designed three specific Pro Fiber ranges adapted for each hair damage stage: rectify, restore, reconstruct. These ranges offer a targeted response to each of the damaged hair stages, for matchless results. Pro Fiber has been formulated with L’Oreal’s exclusive combination of unique active ingredients, which lastingly penetrates the hair fibre and locks in hair-repairing actives for unparalleled and visibly lasting results.

In the past, most of the beneficial hair care effects were eliminated in the first shampoo. Thanks to the auto regenerate aptyl 100 long-lasting care activator, the molecules are now sealed deep into the hair fibre during the in-salon treatment. The aptyl 100 molecular complex can then be reactivated for up to four washes and recharged at home, again and again. This patented technology, which is unique to L’Oréal, is the result of 15 years of research and fundamental discoveries on hair and its structure.

Pro Fiber is found exclusively in L’Oréal professional salons because only a hairdresser can assess the level of hair damage based on a hair damage evaluation diagnosis specific to Pro Fiber. The hairdresser will then apply the most adapted salon protocol and provide personalized hair care advice for the ideal at-home follow up. Thanks to their expertise and specific training on the Pro Fiber protocol, hairdressers can now offer women lasting treatments for all levels of damaged hair. Instant results just after the salon protocol: ends look like they’ve just been cut. The hair fibre is like new from root to tip, as if it had never been damaged. The Pro Fiber treatment will be available in salons from November.

– TJ