The professional advantage: a stronger focus on personalisation

Building on a successful launch in 2015, L’Oréal Professionnel continued the international roll-out of Pro Fiber, which durably repairs hair and establishes continuity between professional salon services and home haircare. Pro Fiber places the hairdresser's expertise at the heart of the protocol, with an intricate application technique. In 2016, the brand produced a video tutorial – available on YouTube and through a free app – to train hairdressers and support them in hair diagnosis and choosing the most suitable range of products. The Re-create line, for thinning hair, was launched this year.

Fusio-Dose by Kérastase is performing well, especially in Western Europe. This haircare protocol is emblematic of highly personalised treatments: the hairdresser selects a combination of concentrate and booster ideally suited to the consumer's hair, then mixes the active ingredients in the salon. Feedback from both professionals and their customers is very positive, with results that are immediately perceptible to the touch.2016 also saw the re-launch of Nutritive, a micro-targeted haircare line enriched with a major active ingredient discovered by L'Oréal Research, intra-cylane, which durably strengthens the hair fibre.