When it comes to hair, Arabic women in particular are extremely conscious about what they apply to their hair as its texture is generally between medium and thick, and they want to add softness, smoothness and shine to it along with the glamour factor. While this result might be attained at the hairdressers’, achieving such glamorous looks may prove more challenging on a day to day basis.

Besides, wary of styling products that dry their hair out, Arabic women have to deal with the effects of extreme heat, humidity, hard water and dust damaging their hair. This is probably why women in the Middle East rarely use styling products; and when they do they often do not know which product to choose given their hair type and what will be the desired result. Arabic women need styling solutions that help them overcome these difficulties when it comes to attaining glamorous hair everyday.

Now, L’Oreal Professionnel has launched Texture Expert, the first styling range to add treatment to styling thereby creating the styling category of the 3^rd millennium, cosmestylers. Texture Expert cares for the woman’s hair due to its revolutionary technology which combines 2 star ingredients; Incell that works on the inside of the hair, repairing it and giving it strength, and  Pearl Proteins that works on the surface of the hair holding together the different levels of minerals on the hair. The result is protected hair with tailored hold and control.

Texture Expert also responds to the shifting trends in women’s styling habits. Since the late 90s, new styling needs have emerged in the world, verging on hair care treatments. Women are leaning towards more glamorous looks, with more flexible movement and less stiffness. The icons of female beauty are turning up with magnificent long hairstyles that just seem to fall into place naturally.

Whether their everyday need is shine and softness for hair that’s looking dull after a blow dry, smoothness and control for thick hair that gets frizzy and out of control because of humidity, liveliness and volume for flat hair that needs a lively natural shine, or protection and shine for hair that’s subject to blow drying and flat ironing on regular basis, Arabic women are invited to visit top L’OREAL PROFESSIONNEL salons to discover their styling solutions, get professionals’ tips on exactly how to use the range and what results to expect.

 About L’Oréal Professionnel

L'Oréal Professionnel arrived in the UAE in January 2000, covering the United Arab Emirates, Kingdom of Saudi Arabia, Kuwait, Bahrain, Oman, Qatar, Jordan, Pakistan and Egypt.

The people at L'Oréal Professionnel pride themselves in delivering strong added value to the hairdressing industry, enhancing the profession. Technological advance, a healthy catalogue, education to take hairdressers to the highest level of technical expertise and knowledge of women’s expectations are all key elements to L'Oréal Professionnel’s dominant market leadership across the region. 

About L'Oréal

L'Oréal, the world's leading cosmetic company, was founded in 1907 by chemist Eugène Schueller. With a work force of over 48,000 people throughout the world, L’Oréal is present in over 150 countries and has a portfolio of international brands. 15 top brands account for 90% of the turnover. The group sells around 100 cosmetic products every second. L'Oréal is the leader in this sector, with 13% market share.

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