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Moroccanoil expands its portfolio in Brazil with a new line of products for color treated hair

The Color Complete collection includes both professional grade products as well as hair care products for home use.

A 2016 Nielsen survey revealed that hair dye can be found in 51.4% of all Brazilian households. This doesn’t consider those who dye their hair with professional products or at hair salons. The relevance of this category in Brazil – and indeed worldwide – prompted Moroccanoil to launch a product line dedicated to taking care of color treated hair.

In late March, the Israeli brand best known for its argan oil-based products organized an event in São Paulo to launch its new Color Complete collection in Brazil. This line has been available in Europe and the US since last year and consists of five products divided into two categories: professional service provided in hair salons and routine care done at home.

The first category consists of the ChromaTech line of products, which are used before and after color treatment to prepare the scalp and hair for the use of dye or bleach and to subsequently protect the strands. “Our proprietary ArganID and Colorink technologies help microparticles of argan oil to penetrate the hair core, simultaneously promoting fiber restoration and creating a protective shield that makes the color last longer,” says Gonzalo Murillo, an Argentinian hairstylist and Moroccanoil’s ambassador in Latin America, who was present at the launch event in Brazil.

The second category revolves around the Color Continue shampoo and conditioner combo, which help with the ongoing repair of color treated hair and keep colors vibrant for longer. “It’s the same technology used in professional products, only these can be used at home,” says Murillo, who recommends using it twice a week for better results.

The collection is rounded off with the Protect & Prevent protective spray, a leave-in conditioner that, according to the company, helps prevent the fading or changing of colors while also protecting strands from external aggressors, such as UV rays and pollution.

Color Complete products are now available in Brazil with suggested price-points ranging from R$ 130 to R$ 250 for at-home care products.

Renata Martins

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