The OI Essential Haircare line has now been enhanced by 3 new products in line with the bestselling OI/OIL, new representations of a formulation philosophy that combines concrete solutions for all needs with a concept of beauty treatment that the cosmetic industry has so far reserved for skincare.
Hence the challenge: OI/OIL, a refined multi-purpose oil launched by Davines in 2011 that is a perfect synthesis of treatment and styling, whose success led to the creation of the revolutionary OI/All in One Milk, the initiator of a new type of multi-purpose product, and the pair OI/Shampoo and OI/Conditioner, special complementary products that share the same origin, style and formulation concept as OI/OIL. The results warrant the definition of “absolute beauty products”.
The properties of the products in the OI family are also linked to Roucou Oil, originally from the Amazon, which has a restructuring action on the hair. This is joined by a selection of special ingredients in a formula that is ideal for obtaining results that are immediate and evident, and can be enhanced by using with other OI specialities. Roucou Oil is abounding in beta-carotene with antioxidant and restructuring properties, and in ellagic acid with its free radical-neutralizing action.
From concept to results the OI line shares an inimitable approach underlined by the elegance of its style. In packaging that plays with the intensity of black and transparency; and in terms of ethics, including the line in the Zero Impact LifeGate project, common to the entire Essential Haircare line.