L’Oréal Professionnal Launches Ground-breaking Absolut Repair Molecular Haircare Line to Repair Damage Hair

L’Oréal Professional, a global leader in professional haircare, is proud to announce the launch of its revolutionary Absolut Repair Molecular haircare line in South Africa. This innovative range is the first of its kind for the brand designed to repair damage by reforming and rebuilding the molecular structure of damaged hair, offering unprecedented solutions for modern hair concerns.

Over the years, consumer expectations regarding hair care have evolved significantly. The new Absolut Repair Molecular focuses on inner damage, including fibre weakness, lack of elasticity, and length extension issues. This cutting-edge approach significantly shifts how professionals and consumers perceive and treat damaged hair.

L’Oréal Advanced Research’s achievement in decomposing peptides and injecting their components separately into the hair fibre is at the heart of this breakthrough. This unique technology, co-developed with leading scientists and hair professionals, allows for the reforming and rebuilding of the hair’s molecular structure, effectively repairing damage.

What Absolut Repair Molecular does for damaged hair:

• Restores strength, elasticity, and movement*
• Deep penetration, instant transformation at the hair’s core
• Replacing essential amino acids (the building blocks of the hair) lost through heat and chemical damage while strengthening the peptide chains simultaneously.

*Consumer test after 2 weeks of use of Absolut Repair Molecular shampoo + rinse-off serum + leave-in mask

The Absolut Repair Molecular line is concentrated with 2% Peptide Bonder and 5 Amino Acids, enhancing its reparative capabilities and consists of four key products:

Absolut Repair Molecular Pre-Treatment-In Salon Only

• Absolut Repair Molecular Pre-Treatment with 3% Peptides bonder + 5 Amino acids to repair hair molecular structure*.
• More than surface repair, this pre-treatment penetrates the fiber for a molecular refill and fortifies the core.
• It restores strength.
• Instantly, hair is visibly transformed, extremely easy to detangle, and fiber smoothness is restored.

*Instrumental test after 15 applications of Absolut Repair Molecular shampoo + rinse-off serum + leave-in mask.

Absolut Repair Molecular Shampoo-RRSP R 440,00

• Absolut Repair Molecular Shampoo is a cream-to-foam textured shampoo formulated with Peptides bonder + 5 Amino acids to repair hair molecular structure*
• The formula’s luxurious texture cleanses and detangles hair and delivers high care and up to 86% more smoothness to hair.**
• Leaving hair stronger and nourished, with improved elasticity and movement***.

* Instrumental test after 15 applications of Absolut Repair Molecular shampoo + rinse-off serum + leave-in mask.
** Instrumental test after application of Absolut Repair Molecular shampoo
***Consumer test after application of pre-treatment + shampoo + rinse-off serum

Absolut Repair Molecular Rinse-Off Serum-RRSP R 510,00

• Absolut Repair Molecular Rinse-Off-Serum is concentrated with 2% Peptides bonder + 5 Amino acids to repair hair molecular structure*.
• More than surface repair, it fortifies the core at a molecular level.
• Inspired by ultra-potent skincare serums, it deeply penetrates the fiber to rebuild hair strength at the molecular level**.
• Elasticity and movement are restored**.
• Instantly, hair is visibly transformed: shine and smoothness are dramaticallyimproved****.

* Instrumental test after 15 applications of Absolut Repair Molecular shampoo + rinse-off serum + leave-in mask.
**Consumer test after 2 weeks usage of shampoo + rinse off serum + leave in mask.
*** Analytical test after application of rinse-off serum.
**** Instrumental test after application of Absolut Repair Molecular rinse-off serum.

Absolut Repair Molecular Leave-In Mask-RRSP R 480,00

• Absolut Repair Molecular Leave-In-Mask is formulated with Peptides bonder + 5 Amino acids to repair hair molecular structure*.
• The formula’s lightweight texture instantly penetrates and restores strength.
• Elasticity and movement are improved**.
• Hair is smooth, shiny, healthy, and protected against external aggressions.
• It offers heat protection up to 230°C**

*Instrumental test after 15 applications of Absolut Repair Molecular shampoo + rinse-off serum + leave-in mask.
**Consumer test after 2 weeks usage of shampoo + rinse off serum+ leave in mask
***Instrumental test after application of Absolut Repair Molecular leave-in mask

“We are thrilled to introduce the Absolut Repair Molecular line to our South African customers, “said David Ballon, General Manager for L’Oréal Professional Products Division. “This ground-breaking range represents a new era in haircare, where we can effectively repair and rebuild the hair’s molecular structure, offering unparalleled strength, elasticity, and movement.”

L’Oréal Professional Absolut Repair Molecular range is available from leading hair salons nationwide or online from Superbalist or takealot.

#LorealProSA #AbsolutRepairMolecular