ANNUAL report 2011

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tHe
Hair oil
boom
A new category of products has taken
its rightful place in the hair salon universe:
hair beauty oils. The trend, initiated by
shu uemura art Of hair in 2009 with
essence Absolue, has since been taken up
by all the division’s brands. The success story
is on a global scale, reaching India and Japan,
where oiling the hair is an ancestral beauty
ritual, but also Anglo-Saxon countries, such as
the united States and the united kingdom,
where customers appreciate oils for their
sensorial properties and cosmetic virtues.
focus on five of the elixirs of the year.
1
ELIXIR uLTIME KÉRASTASE
The first oil from Kérastase proved
enormously successful in 2011. In less than a year,
it became the brand’s number one reference.
2
ALL SOFT ARGAN-6 OIL REDKEN
For its first-ever hair oil, redKen chose the renowned
gentleness of argan oil, enriched with omega 6.
3
MYTHIC OIL L’ORÉAL PROFESSIONNEL
Launched in spring 2011, Mythic Oil is enriched
with avocado and grape seed oil
to make all hair types sublime.
4
CLEANSING OIL SHAMPOO
SHU UEMURA ART OF HAIR
This cleansing oil shampoo draws out
impurities without weighing down the hair.
When applied, its gentle and delicate texture
is transformed into a lightweight lather.
5
TOTAL RESuLTS SILK WONDER MATRIX
Launched in the Indian market in 2011,
this comprehensive line has proven an instant success
in a country with strong potential for the brand.
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