Hats Off To A Frizz-Free Summer With L’oréal Paris New Eversleek Sulfate-Free Smooth System For Hair

The newest addition to the L’Oréal Paris Ever family of sulfate-free haircare products combats the leading summer haircare woe of women – frizziness!

MONTREAL – March 1, 2011 – Love summer but hate how the humidity leaves you reaching for the nearest hat to cover up dry, frizzy hair? It’s time to throw away that hat! L’Oréal Paris new EverSleek Sulfate-Free Smooth System™ defies humidity for a sleek, healthy, and frizz-free summer. Free of harsh sulfates and heavy silicones, EverSleek features Argan, Sunflower and Olive oils that weightlessly smooth hair for 48-hour frizz control. Unlike some silicones that can coat hair, these natural oils penetrate the hair while natural botanicals in the formula invigorate the senses.

The EverSleek haircare product line features two shampoos, two conditioners and three advanced treatment formulas, including:

Intense Smoothing Shampoo/Conditioner smoothes frizzy, unruly hair and improves overall texture.

Reparative Smoothing Shampoo/Conditioner offers deep smoothing repair to dry and distressed hair to nourish even the most sensitive strands of hair and make them manageable. It is also safe for chemically straightened hair.

Frizz Taming Crème Serum controls frizz while protecting hair from the drying effects of humidity.

Smoothing Deep Conditioning Mask an intense, rich treatment that nourishes hair to control frizz and improve overall manageability.

Humidity Defying Leave-in Crème nourishes hair and protects it from humidity for shiner hair.

“Nothing’s worse for taking the sizzle out of great hair than frizz,” says Eric Del Monaco, Official Hair Artist and Colourist, L’Oréal Paris. “By using a proper haircare regimen in the summer with ingredients designed to tame frizzy hair without weighing it down, women can have beautiful, sleek hair all summer long – even on the hottest and most humid days.”

Available now in Canada in drugstores and mass market retailers for suggested retail prices ranging from $10.99 - $12.99, the EverSleek haircare product line provides formulas so gentle and weightless – yet so smoothing – hair looks brilliant, healthy and sleek throughout the summer and beyond.

About L’Oréal Paris of Canada
L’Oréal Paris is a division of L’Oréal Canada, a wholly-owned subsidiary of L’Oréal Group, the largest cosmetics company in the world. Headquartered in Montreal, L’Oréal Canada had sales of $858 million in 2010 and employs 1,200 people. The company’s prestigious brand portfolio of over 25 brands encompasses all aspects of beauty.

Frizz-Fighting Summer Hair Tips from Eric:

Below Eric shares his top five pro-tips on how to keep your locks frizz-free and shimmery all summer:

1. Moisturize, Moisturize – One of the leading causes of frizz is lack of moisture. The sun’s harmful UV rays can strip hair of precious moisture and dry it out, so be sure to use a shampoo, conditioner and deep conditioning treatment formula such as L’Oréal Paris EverSleek Reparative Smoothing Shampoo/Conditioner and EverSleek Smoothing Deep Conditioning Mask to nourish and moisture dry and/or damaged hair.

2. Prevent “Pool Head” – Before heading down to the local pool or to the ocean, apply a dime-sized amount of conditioner to dry hair (a loonie-sized amount if you have longer hair!) from root to tip to protect it against the drying effects of chlorine or salt water. And, when emerging from the local pool or ocean, head immediately to the showers to wash out any chlorine or salt water.

3. Protect Hair – Just like you protect your skin from the effects of the sun’s harmful UV rays, you should also protect your hair by using a UV hair spray such as L’Oréal Paris EverPure UV Protect Spray. And, also apply an anti-frizz serum or leave-in conditioner such as L’Oréal Paris EverSleek Frizz Taming Crème Serum or Humidity Defying Leave-in Crème to prevent frizz and protect your style throughout the day.

4. Forgo Towel Drying – Vigorous rubbing of wet hair to dry it will cause breakage resulting in frizzy looking hair. If you don’t like to let your hair dry naturally in the summer, then opt for a cooler setting on the hair dryer – this will also help to increase the hair’s shine as well as the cool air will help close the cuticle.

5. Regular Trims – Split ends can make hair look unhealthy and full of frizz. To prevent split ends visit your hair stylist every six-to-eight weeks for a trim.

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