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l’oréal paris Advanced

NEW!

Hairstyle
STYLE IT. CHANGE IT. OWN IT.
L’Oréal Paris Advanced Hairstyle Overview:
Building on the immense success of Advanced Haircare, L’Oréal Paris is proud to introduce Advanced Hairstyle – the first-ever styling range to
utilize Fibralock™ Technology which boosts the endurance of any style and offers unparalleled performance. Advanced Hairstyle is designed for the
demanding woman who wants products that truly perform. With 14 stylers across five hair segments – hold (“Lock It”), volume (“Boost It”), smooth
(“Sleek It”), curl (“Curve It”) and texture (“TXT It”) – this range allows for endless hair possibilities and lasting, on-trend looks.

Innovative Technology in Advanced Hairstyle:

L’Oréal Paris’ exclusive Fibralock™ Technology features micronized styling polymers that create a workable, holding matrix that locks style strand by
strand. The products in the Boost It, Sleek It, Curve It and TXT It collections also contain L’Oréal Paris’ Arginine-K Complex (amino acids + protein),
the transversal ingredient throughout the Advanced Haircare collection 1.

Key Benefits of the L’Oréal Paris Advanced

Hairstyle:
ENDLESS POSSIBILITIES – Formulas work on all hair types to create a
wide range of avant-garde, fashion-forward styles
SUPERIOR TECHNOLOGY – Fibralock™ Technology locks style in place

The Advanced Hairstyle Collection:

Lock It – Lock in style with water-free

humidty resistant hairsprays that won't
dampen style:

Bold Control Hairspray, 8.25 oz, Price:

$4.99
This high-performance, micro-diffused hairspray delivers a quick dry mist with
up to 48-hour hold to lock bold styles in place.

Fine Control Hairspray, 8.25 oz, Price:

$4.99
The perfect finisher for any look, this hairspray delivers a fine mist with up
to 48-hour hold. It is ultra-brushable so it can be applied, brushed out and
reapplied throughout the day.

Weather Control Hairspray, 8.25 oz,

Price: $4.99
This hairspray delivers a lightweight mist that locks out humidity while locking
in smooth style for up to 48 hours. It instantly helps tame unruly fly-aways
and frizz. Try layering more spray for smoother control and more hold.

Boost It – Inject lasting volume that

doesn't fall flat:

Blow Out HeatSpray, 5.7 fl oz, Price:

$4.99
For a full, touchable blow out that lasts, this high-performance, lightweight
heat spray offers lasting volume + heat protection. Specially formulated
to work with the heat of your blow dryer, or any hot tool, it not only helps
protect from heat damage but also infuses volume.
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l’oréal paris Advanced

NEW!

Hairstyle
High Lift Creation Spray, 5.3 oz, Price:
$4.99
Get targeted root application with this unique fan spray that provides
workable texture and instant lift. Its strong hold boosts body on any style for
a full, voluptuous look that lasts.

Volume Inject Mousse, 8.3 oz, Price:

$4.99
This lightweight, aerated mousse gives lifeless hair a volume injection for
24 hours. Infused with thickening agents, hair is boosted for a long lasting,
bouncy and volumized look. Shake well. Hold can upside down and dispense
into palm. Apply generously on damp hair from roots to ends, distributing evenly.

Sleek It – Fight frizz for infinite

smoothness:

Iron Straight HeatSpray, 5.7 fl oz, Price:

$4.99
This lightweight heat spray offers days of sleek hair thanks to 450 degree
heat protection. Specially formulated to work with any heat styling tool, the
formula not only helps protect from heat damage but calms frizz, seals in
shine, blocks humidity and conditions for a sleek style that lasts for three
days. Press button to unlock trigger and spray on damp to dry hair section
by section while styling with a heat tool.

Strand Smoother Serum Spray, 5.3 oz,

Price: $4.99
Offering the benefits of a serum in an innovative micro-diffused spray form,
this multi-action serum spray infuses 24-hour shine for an ultra-sleek look,
while perfectly smoothing hair, taming frizz and fighting fly-aways. Lightly mist
10-12 inches from dry hair and reapply if needed.

Frizz Vanisher Cream, 5.1 fl oz, Price:

$4.99
This high-performance leave-in cream locks out humidity and fights frizz for
up to three days by smoothing the cuticle for sleek, polished hair with a silky
touch. Apply to damp hair, leave in and blow dry for a sleek look.

Curve It – Sculpt and refresh curls for

endless bounce:

Elastic Curl Mousse, 8.3 fl oz, Price:

$4.99
For lasting, soft curls bouncing from roots to ends, this ultra-lightweight
mousse adds hi-definition to any curl. It provides 24 hour lasting hold without
stickiness or buildup. Shake well. Hold can upside down and dispense into
palm. Apply generously on damp hair from roots to ends, distributing evenly.
Scrunch hair gently. Blow dry using a diffuser or air dry naturally.

Curl Taming Cream, 6.8 fl oz, Price:

$4.99
This alcohol-free cream helps to soften, tame and define curls. It shapes
curls with 24-hour hi-definition and helps calm frizz for perfect curls from
roots to ends. Apply generously to damp hair, distributing evenly. Scrunch
hair gently. Blow dry using a diffuser or air dry naturally.
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l’oréal paris Advanced

NEW!

Hairstyle
Txt It – Texturize for stylishly undone
looks:

Tousle Waves Spray, 6.8 fl oz, Price: $4.99

This high-performance sea-salt spray creates carefree, undone waves for a
sultry, (un)dressed look that lasts all day. Undo your uptight style for tousled and
texturized waves. Spray evenly on damp or dry hair, concentrating at the roots for
added lift.

Deconstructing Gum, 4 oz, Price: $4.99

This ultra-pliable gum creates versatile styles with strong, sculpted shapes and
enhances natural shine. With its elastic texture, hair is easily shaped and reshaped
for unlimited styling creations. Use on dry or damp hair to sculpt or deconstruct
any style.

Hyper Fix Putty, 4 oz, Price: $4.99

For spikey, shaped piecey looks, this resilient paste provides extra strong hold to
sculpt and define bold, defiant shapes. The easy-to-apply, workable putty leaves
hair with a matte finish. Use on dry or damp hair to add texture and fix any style.

1
Arginine-K Complex™ is used in all formulas except Bold Control Hairspray, Fine
Control Hairspray, Weather Control Hairspray

RETAIL AVAILABILITY: L’Oréal Paris Advanced Hairstyle is available at mass,

food and drug retailers nationwide beginning in January 2014.
MEDIA RELATIONS CONTACTS:
ALISON BROD PUBLIC RELATIONS: 212.230.1800
LINDSAY POWELL: LPowell@alisonbrodpr.com
JESSICA AXELROD: JessicaA@alisonbrodpr.com

ABOUT L’ORÉAL PARIS: The L’Oréal Paris division of L’Oréal USA, Inc. is a total beauty care company that combines the latest technology with the highest
in quality for the ultimate in luxury beauty at mass. The L’Oréal Paris brand encompasses the four major beauty categories – hair color, haircare, skincare and
cosmetics – and includes such well-known brands as Preference, Excellence, Féria and Healthy Look hair color; Advanced Haircare, Elnett Satin Hairspray,
EverPure, EverStrong, EverSleek, EverCrème, EverStyle, EverCurl, Studio Line and L’Oréal Kids hair care; Youth Code, Revitalift, Age Perfect, Ideal Clean, Ideal
Moisture, Go 360 Clean, Sublime Bronze, Sublime Sun and Men’s Expert skincare; and the Colour Riche, True Match, Infallible, Visible Lift and Studio Secrets
Professional MAGIC cosmetics collections, along with a portfolio of mascara including Voluminous, Double Extend and Telescopic among many others. For
more information on L’Oréal Paris and its brands, and to receive personalized beauty advice, expert tips and exclusive beauty content 24-7 (wherever you may
be), check out www.lorealparisusa.com.