Whom You Know: Whom You Know is Pleased to Kick Off Our Coverage of L'Oreal with L’Oréal Professionnel Homme: NEW L’Oréal Professionnel Homme A new grooming range perfectly tailored to meet the needs of modern men Homme Centers offer men a unique salon experience

Tuesday, May 11, 2010

Whom You Know is Pleased to Kick Off Our Coverage of L'Oreal with L’Oréal Professionnel Homme: NEW L’Oréal Professionnel Homme A new grooming range perfectly tailored to meet the needs of modern men Homme Centers offer men a unique salon experience

Through technical innovation and unique formulas designed specifically for men, the L’Oréal Professionnel Homme range offers a targeted collection of products, each crafted to deliver the highest standard of quality and workmanship. Tailored to meet the unique needs of men’s hair, L’Oréal Professionnel Homme offers specific products for normal, fine/thinning and rebellious hair.

The range is enriched with Polyphenols, Magnesium, Ginseng, Ice-Mint and Polyform+ and Siliform- Technology to provide strength, control and density. The aroma of L’Oréal Professionnel Homme was developed by the finest French perfumeries to evoke masculinity, freshness and elegance. The haircare range includes three shampoos and one conditioner; the styling range includes a definition wax, a sculpting fiber paste, and a strong hold gel. Through a color-coded number system, L’Oréal Professionnel Homme also offers clear descriptions for men when it comes to product hold and strength for ease of selection.

Statistics show that men are now spending more than $4 billion each year on grooming products.¹ In fact, according to AC Nielson, sales from men’s grooming products grew almost 70% between 2002 and 2005, compared with only a 6% increase in the women’s market.² Additionally, 64% of men view hair as their most important attribute even over the way that they are dressed.³

As men become increasingly concerned about their appearance and want products clearly designed for them, it has created an opportunity for L’Oréal Professionnel to provide hair salons with a premium professional product offering for men, complete with haircolor, haircare and styling products.

The Homme Centers

The concept of the Homme Centers was developed through L’Oréal Professionnel’s research into the men’s grooming market, in which the key finding was the need to consider the salon’s environment. It is important to show that a salon’s business caters to men from the moment a client looks at a salon. By creating a masculine space, men can immediately feel at ease.

Through a partnership with a select group of salons, L’Oréal Professionnel Homme has created the Homme environment that showcases different interpretations of a unique Homme business model. Featuring different salon personalities such as the exclusive men’s salon and the celebrity-stylist salon, these select salons offer different insights and learnings on how Homme has helped develop their men’s business. The salons launched in late March.

The Range

Haircare

Tailored to meet the unique needs of men’s hair, L’Oréal Professionnel Homme offers specific products for normal, fine/thinning and rebellious hair. The range is enriched with Polyphenols, Magnesium, Ginseng, Ice-Mint and Polyform+ and Siliform- Technology to provide strength, control and density. The aroma of L’Oréal Professionnel Homme was developed by the finest French perfumeries to evoke masculinity, freshness and elegance. The top notes features fresh citrus and nutmeg notes. The middle notes contain cardamom, jasmine and ozone. The bottom notes are woody base with cedar and musk notes. Whom You Know tried the L'Oreal Professional Homme Irisene and Desoxyl Grey Anti-Yellowing Shampoo for Grey/White hair first, and our panel stated:

I have had grey hair for a few years now and over time I’ve acquired what I call the “mad scientist” look. My hair is not just getting greyer; it’s actually been getting really frizzy and yellow in spots now that I’m wearing it a little longer. Needless to say, I am not too excited about the way it looks. I am not a fan of coloring my hair; that is just not my style. So a friend of mine gave me a bottle of L’Oreal HOMME Grey shampoo, the anti-yellowing shampoo. I was surprised by the crazy blue color, it made me a little nervous that I was going to have a blue hair. Or worse, I’d learn first hand that yellow and blue make green. When I was done and I looked in the mirror I was very pleased, but I figured that when my hair dried it would look like it did before I used the shampoo. I was wrong. My hair popped, my greys didn’t have that yellow blah color anymore, and my hair was smoother than I could remember it being in a long time. I actually got several compliments from people in the office. They didn’t quit know what was different but they thought I looked good.

A custom shampoo made just for you, if you have grey or white hair! L’Oreal has a fantastic line of men’s hair products called L’Oreal Homme. Times have really changed for men in regards to hair products. There are so many options and products in a line. L’Oreal has created a Anti-yellowing shampoo in this men’s line that smells fresh and little citrusy. As no man should ever be dying his hair…a BIG NO NO, this line can help them be proud of their silver fox hair. Hello haven’t you all seen George Clooney, a little grey can go a long way!

L'Oreal Anti-Yellowing Shampoo for grey and white hair is amazing!! My hair has some grey to it and I'd noticed that the color was starting to change at times into a greeny yellow and I couldn't stop it. Well guess what, now I CAN!! I used it once and saw a total difference in the look of my hair - - it actually looked great! The shampoo has a great smell and leaves your hair feeling soft and smooth. Not to mention the fact that my hair is now the color it should be.

***

Availability

L’Oréal Professionnel Homme will be launched nationwide to professional hair salons in May 2009.

About L’Oréal Professionnel

L’Oréal Professionnel is the number one professional brand worldwide and is committed to creating new premium services and innovative products for the salon industry and its clients. As the innovators of modern haircolor in 1909, L’Oréal Professionnel is dedicated to delivering the most advanced education and technological breakthroughs on the market. L’Oréal Professionnel's multi-brand portfolio includes diverse styling and haircare products including Série Expert, Texture Expert, Colorist Collection as well as professional haircolor brands Majirel, Richesse, LuoColor and Platinium. L’Oréal Professionnel brands are available nationally in premium salons. For more information please visit www.lorealprofessionnel.com for a salon near you.

1
American Salon, October 2008.
2
American Salon, October 2008.
3
Heath and Beauty, 2005.

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