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| OI/ESSENTIAL HAIRCARE |
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.
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