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The “powerdose” to a longer-lasting hair color

April 15, 2009 12:00 by



As women seek to maintain their beauty, and constantly change their looks to match fashion trends, they invest a good amount in getting their hair colored in beauty salons. This is because it takes a color specialist to produce the beautiful, creative and perfect color results that a woman desires.

Consequently, when you head to a hair salon ready to invest on your hair color, you surely would wish for the beautiful look to last longer. Every woman wants to extend the color results she just got and prevent the color from being washed off by water. However, most women are not aware that it takes a single step to have a guaranteed longer-lasting color and an extended shine.

At the forefront in molecular precision hair care technology, Série Expert from L’Oréal Professionnel brings you powerdose color in-salon service. With the 1st DOUBLE COLOUR LOCKING SYSTEM combining unique HYDRO-RESIST TECHNOLOGY and IONèNE G – INCELL, the treatment creates an invisible hydrophobic protective film that envelops the hair fiber preventing the colors biggest enemy – water – from penetrating into the hair shaft and washing the color pigments away. INCELL penetrates deep into the hair shaft to treat the hair, reinforce the intercellular cement and strengthen the hair fiber while IONèNE G penetrate deep into the Cortex of the hair to protect the core of the hair fibre. Powerdose color is furthermore enriched with Antioxidant VITAMIN E, renowned for its ability to stop the natural oxidation of hair and pigments upon contact with the air. Thanks to its advanced molecular precision technology, the powerdose color service guarantees that your hair will be reconstructed in 3 dimensions, to the very structure of the hair fiber for longer-lasting color and extended shine.

This technology is featured in all the Série Expert Vitamino color home care range. In order to maintain the color in between your Powerdose color services, Série Expert proposes to complement your treatment with Vitamino color home-care range to ensure full color protection and shine.

The Powerdose color service and the Vitamino color range are offered only at L’Oreal Professionnel salons.

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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.

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.

For Press Information please contact:

Pencell PR & Events

Ruba Farah

Email:[email protected]

Tel: +971 4 4278 732



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