After seven years research, development and testing, L’Oréal Professionnel is ready to share news of its most disruptive haircare innovation; Metal Detox. The story of how this came to be is astonishing and oh-so-exciting!
Full disclosure
Back 2014, research began into what was causing hair colour to fade, and become fragile. What could be causing this loss of vibrancy and staying power, and actually causing hair to break? The pivotal discovery was that hair collects metal from the environment, and this can be both coating the hair and absorbed by it. Studies revealed that excess metals – and copper is the worst culprit – can leave hair more prone to breakage when bleaching or colouring. Water can contain metals just from pipe erosion, never mind being transmitted in other ways. And where we live will also play a part in how prone hair is to contain metal.
Result: Metal Detox
The premise behind the Metal Detox system comprises
• Pre-treatment: Enriched with Glicoamine, this is for use before a colour service, balayage and lightening to neutralise excess copper. A reliable, shine result!
• Cleansing Cream Shampoo: A professional shampoo to cleanse the hair after a colour service
• Anti-Deposit Protector: A professional mask to help prevent new particles from returning.
The star ingredient in combatting the effect of metal in the hair, is a molecule called Glicoamine (a small active chelating agent able to trap and neutralise metal). Included in the formula of the Metal Detox system, Glicoamine helps to neutralise excess copper found in the hair. Three simple steps, no development time, and up to 87% less breakage ( ) and a reliable colour result for hair with excess copper.
Your salon service
The L’Oreal Professionnel Metal Detox Pre-Treatment is only availabe in salons – supporting your colour service and growing business. The shampoo and protector are for salon and homecare, too. This helps to maintain colour and care for hair which is more porous after a colour service. Another winner for clients!
“For as long as I have worked with hair, I have been aware of the impact that metals in water can have on hair, metals found in the hair fibre can interact with the oxydant in colour causing breakage and a less reliable colour result. For me, this innovation could really revolutionise the way we work in salon. We spend so much time helping clients repair damage that exists and the beauty of L’Oréal Professionnel Metal Detox is the innovative scientific breakthrough, we really are stopping the damage happening in the first place!” Adam Reed, Founder of Adam Reed London and L’Oréal Professionnel Editorial Ambassador
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