L'Oreal Professionnel to launch Wet Domination styling products
The Wet Domination product line is among the brand’s 2015 strategic launches and will be available beginning in April, according to a press release from L'Oreal Professionnel.
Two styling products from the line are featured online now: a lacquer shine spray that promises a wet-finishing shiny style and an elastic wet look gelée that is meant to result in “provocative shine with elastic hold that lasts even under hot backstage lighting. No visible residue. Non-greasy. Washes away easily,” according to the product page.
On Brand
These new products are very much in keeping with the larger L'Oreal Professionnel brand, which caters to a very backstage-at-the-fashion-shows sort of hairdresser. The brand consistently partners with runway shows in Paris, New York, London and Milan to reinforce this image.
“The brand ambition is to maintain global leadership by asserting itself as a trend-setter and building hairdressers' expertise via cutting edge innovations,” declares the press release for Wet Domination.
Style envoy
This and other L'Oreal Professionnel strategic product launches in 2015 will feature Eva Green as the brand’s international spokesperson.
“She is one of the most talented international actresses of her generation,” states the company’s press realises announcing Green’s role with the L'Oreal Professionnel brand. Known for her work in the popular film Casino Royale and on the TV series Penny Dreadful, Green will have a lead role in Tim Burton’s next picture, Miss Peregrine's Home for Peculiar Children, slated for release in 2016.
Green’s hair can be an significant aspect of the characters she portrays. "As an actress, hair is so important. You need a very good relationship with your hairdresser and together we create the hairstyles. My hairdresser uses, of course, the leader of hair products, L'Oréal Professionnel. I am very glad to be on board on this new adventure," she says.
Making a difference
In September, L’Oreal opened a carbon neutral hair product manufacturing facility in Burgos, Northern Spain.
According to company engineers, the biomass plant “design means this is the first time a trigeneration facility will supply steam, hot water, cold water and electricity to a manufacturing site,” reported Cosmetics Design when the facility was announced.
The environmentally conscious design of this facility is in line with L’Oreal’s larger CSR initiative Sharing Beauty With All, a “sustainability programme, which is targeting to reduce the company’s environmental footprint by 60% by the year 2020,” explains the earlier Cosmetics Design article.
