Beauty care brand L’Oréal Paris unveils new treatment-led haircare line Elvive.

The products were observed to provide preventative and rejuvenating effects for damaged hair during tests performed on more than 40,000 women.

L’Oréal Paris US president Tim Coolican said: “Elveve has been the number one haircare brand in Europe and leader in treatments since 1971. We are thrilled to now bring the haircare line to the US under the Elvive name with focused positioning that speaks to the 80% of US women who are experiencing hair damage daily.

“The products were observed to provide preventative and rejuvenating effects for damaged hair during tests performed on more than 40,000 women.”

“With this launch, we hope to empower people to fight hair damage so they can have beautiful, revived hair every day.”

The brand has also launched an integrated advertisement campaign featuring actress Winona Ryder and L’Oréal Paris’ spokeswomen Aja Naomi King and Camila Cabello.

Created by McCann New York and directed by Roman Coppola, the advert was broadcasted on television, social media and print media formats.

Designed to address damaged, dry and colour-treated hair issues, the Elvive haircare treatment collection includes Total Repair 5 designed for damaged hair, Extraordinary Oil for dry and undernourished hair and Colour Vibrancy for colour-treated hair. These treatments are also supported by shampoos and conditioners.

The Total Repair 5 treatment collection is upgraded with almond and protein formulated Protein Recharge leave-in conditioner with 450°C heat protection, which helps repair hair breakage.