L'Oréal To Launch First Professional Skincare Brand
The Professional Products division of L'Oréal is all set to exoand its offerings in the skin care segment for its salon partners across the world. The company is set to launch its Kéraskin Esthetics by the end of this year. The division is targeting some 2,000 selective hair salons worldwide for the same.
The initial offer is made up of around 30 facial products, including 15 for retail with a high-end price positioning.The product formulas benefit from L'Oréal R&D's latest ingredients, such as Pro-Xylane and LHA, and from the advice of French skin expert Joëlle Ciocco, inventor of the Epidermologue method. Beauticians will use fresh preparations made with a mixture of creams presented in monodoses in order to adapt treatments to each customer.
In collaboration with Ciocco, L'Oréal has created around 10 treatment methods for which beauticians will be trained. The program includes a one-week initial training session followed by two two-three-day courses each year.
The launch will start in Europe at the end of the year followed by the US in September 2008, then the rest of the world. After this body care and hand care will follow a year later.
