Can hairdressers change the world?
We believe that professional hairdressers have the power to change lives.
With the Curl Expression range, we give them the weapon to get it done.
That’s why our goal is to support them with all the knowledge, skills, tools and confidence they need to serve their clients.
Our mission, therefore, is to equip them with everything that will help them to make their clients look
and feel beautiful without any compromise.
So, with this in mind, we created Curl Expression – a range for which we collaborated with experts from all over the world.
In Episode 05 of the Run Le Hair Show, which will start airing in May 2022 on Youtube, you will learn all about curly hair and how to care for it.
It’s a first look at a comprehensive platform for curly hair that we believe has the power to change the way you look at your hair.
people see the range of different hair types.
Hairdressers themselves say they want to enhance their skills by including professional curly hair care!
So we give them the knowledge and tools to make their wish come true, with the Curl Expression range.
This is a huge opportunity, in today’s social conditions, to move forward and become agents of change.
“Our goal is to empower hairdressers, as we have been doing for over 110 years.”
ANNE MACHET, International General Manager of L’Oréal Professionnel Paris.
Boucles, professional level
L’Oréal Professionnel Paris launches an innovative protocol, Curl Expression, that gives professionals the power of curly hair care.
We believe that curly hair is unique.
It’s not just our opinion, it’s a biological fact.
More specifically, curly hair is caused by a gene that changes the shape and angle of the hair follicle, causing the hair to rotate around itself.
It is a dominant gene that is now more prevalent than ever – as, more proud than ever, are those who have it.
61% of Generation Z people have curly hair, and more and more are choosing to love and care for it.
show off their beautiful curls while leaving their hair in its natural state.
Today’s and tomorrow’s professional hairdressers need a comprehensive range of professional products and skills to offer every curly-haired client the result she wants.
SELF-MADE CURLY HAIR GURUS OPEN THE WAY TO THE INTERNET
Despite the growing number of curly-haired clients, salons around the world largely lack the skills and services needed to properly care for curly hair.
Clients, who are now very informed and want to learn, are looking for skincare tips and product recommendations online and on social media platforms, while turning to influencers for guidance and techniques.
HAIR PROFESSIONALS BECOME CURLY HAIR PROFESSIONALS WITH THE CURL EXPRESSION SERIES
L’Oréal Professionnel Paris posed the question: what if more hair professionals had the products, tools and skills to confidently manage curly hair?
We want hairdressers to be the most trusted destination for treating every type of hair, including all types of curly hair.
Thanks to our collaboration with curly hair experts, we have developed a comprehensive range of products for professional curly hair care, as well as Curl Keys, an extensive training program that gives professionals the skills they need to become curly hair experts.
The science of curly hair
BOTTLE TYPES.
According to a single scale for hair texture, which was based on mapping in 22 different countries, the hair
are classified into eight types initially, from straight to afro – each with its own characteristics and grooming requirements.
A complete set of tools for cleaning, Curl Expression.
Two professional shampoos for deep cleansing of curly hair in a professional way.
Anti-Buildup Cleansing Jelly
It gently removes residues while moisturizing the hair without stressing it and without causing itching.
Proven effectiveness
Removes 2x more residues compared to regular shampoos.
Use
Once a week or every two weeks, alternating with regular shampoo.
Therefore, it is ideal to start the “wash day”.
Why will hairdressers & consumers love it?
Light texture, soft to the hair.
Easy access to the scalp, even in the hairless
hair.
Quick foam creation & easy rinsing.
Without sulphates – without silicones – without parabens.
Intense Moisturizing Cleansing Cream
Gently cleanses curly & frizzy hair, while offering light, intensive hydration.
More specifically, the hair acquires a healthy appearance and becomes easy to comb.
Proven effectiveness.
2x more hydration.
Usage.
Once a week, as a regular shampoo, before applying masks & rinse-free products.
Why will hairdressers & consumers love it?
Generous, light texture.
As well as quick foam creation & easy rinsing.
Without sulphates – without parabens.
Intensive Moisturizer Mask (natural feeling)
2 professional masks, for intensive care of curly hair in a professional way.
It deeply moisturizes and detangles curly & frizzy hair while giving them shine, for airy movement and natural feel.
Proven effectiveness
2x more hydration.
2x shinier hair.
Usage.
After shampooing, towel dry the hair and apply the mask.
Leave on for 2-10 minutes, depending on the degree of hair sensitivity.
Then rinse well.
Why hairdressers will love it
& the consumers?
Contains Glycerin at a rate of 2.5%.
As well as extremely creamy balm that melts into the hair.
It also offers immediate absorption.
No too much.
Intensive Moisturizer Rich Mask (luxurious feeling)
Deeply moisturizes curly & frizzy hair while giving them shine and controlling frizz, for discipline and a luxurious feel.
Proven effectiveness.
2x more hydration.
+79% shine.
Usage.
After shampooing, then towel dry the hair, and apply the mask.
Then leave on for 2-10 minutes, depending on the degree of hair sensitivity.
Finally, rinse well.
Why will hairdressers & consumers love it?
Contains Glycerin at a rate of 3%.
Initially, it has a rich, buttery texture that melts into the hair.
In addition, it leaves a luxurious feel to the hair
No silicones – no tooben.
10-in-1 Cream In Mousse
Tools for perfect styling of curly hair, in a professional way.
The deep conditioning of a cream meets the light sensation of a foam, in a delightful, airy creamy texture that melts into the hair.
Proven effectiveness – 1 product with 10 benefits.
1. 11x more chiseling*
2. hydration
3. empowerment
4. protection from moisture
5. heat protection
6. grinding
7. soft feel
8. protection against abrasion
9. easy application
10. flexible use
Usage.
After rinsing the mask and wiping the hair, apply the product from the ends to the lengths, “creasing” the hair.
Then follow up with the Drying Accelerator spray for faster drying.
Why will hairdressers & consumers love it?
Initially, it contains 1% glycerin.
It does not harden the hair, without visible residues.
Also, it does not leave hair stiff, does not dry it.
Without silicones; without alcohol; without paraben.
Long Lasting Intensive Moisturizer
Tools for perfect styling of curly hair, in a professional way.
Deeply moisturizes curly & frizzy hair, for a silky finish that lasts.
Proven effectiveness.
2x more hydration.
Heat protection up to 230°C/450F.
Usage.
Put a small amount on your fingers, and spread evenly along the lengths.
The drier the hair, the more product you can apply.
Why will hairdressers & consumers love it?
Contains Glycerin at a rate of 2%.
As well as, a rich, creamy formula that spreads easily.
It does not weigh down the hair.
No too much.
Definition Activator (Cream-In-Jelly)
Tools for perfect styling of curly hair, in a professional way.
It sculpts curly & frizzy hair by activating their pattern, for shapely curls from root to tip.
Proven effectiveness.
12x more chiseling.
3x more hydration with less frizz.
In addition, heat protection up to 230°C/450F.
Usage.
Put a small amount on your fingers and apply to the hair, wrapping each strand around your finger to give it a little bit of body.
figure.
Why will hairdressers & consumers love it?
Contains Glycerin at a rate of 2%.
Generous gel texture, no sticky feeling.
And finally, no silicones – no tooben.
Drying Accelerator (Leave-In)
Uniform diffusion of micro-droplets enriched with conditioning agents, for faster drying of curly & frizzy hair.
Uniform diffusion of micro-droplets enriched with conditioning agents, for faster drying of curly & frizzy hair.
Proven effectiveness.
+37% faster drying.
48 hours of protection against frizz.
Heat protection up to 230°C/450F.
Use.
At the end of your treatment programme, apply the product as a final step. Allow the hair to dry naturally or blow dry. Apply from a distance of 20 cm. by the hair.
Why hairdressers will love it & consumers?
Innovative ring diffusion system for maximum precision.
No residue.
No sticky or heavy feeling.
Finally, it does not contain alcohol and paraben.
Curls Reviver (Caring Water Mist)
Tool for perfect revitalization of curly hair, in a professional way.
Instantly revitalizes curly & frizzy hair, every morning, after rubbing with the pillow. Can be used by the hairdresser to freshen up dry hair before cutting.
Proven effectiveness.
6x more chiseling.
48 hours of protection against frizz.
Use.
Apply to curly or frizzy hair every morning, after rubbing with a pillow. For elastic curls, apply in sections from a distance of 20 cm, “creasing” the hair.
Why hairdressers will love it & consumers?
Contains Glycerin at a rate of 3%.
Lightweight spray for softness and natural feel.
Direct result.
Without sulphates – without silicones – without alcohol – without paraben.
density stimulator
For transition from chemical straightening to natural curly hair, in a professional way.
Treatment for curly & frizzy hair that are in transition or have alopecia of attraction due to protective styling. It stimulates the roots by increasing the number of hairs, for thicker hair.
Proven effectiveness.
Hair that looks thicker in just 3 months.*
Use.
Divide the hair into 5 sections and gradually apply the product, using 4 doses along the parting.
Then massage, and move on to the next section.
No need to rinse.
Why hairdressers will love it & consumers?
It contains Stemoxydine at 5%.
Spray with high precision applicator.
Ideal for protective styling.
Also, without sulphates – without silicones – without parabens.
Most hairdressers don’t know much about curly hair care. So, we have created a comprehensive training system on curly hair.
Stay tuned for the CURL KEYS seminar series!
