SPRING INTO NATURAL or RELAXEDHEALTHY HAIR
L'Oreal Technique Introduces
NEW Nature's Therapy Natural or Relaxed
Luxury Salon Treatments Formulated for Women of Color

(AANEWSWIRE)June 6, 2005 - This season, set a shining example - take off those winter hats and reveal healthy hair. The new L'Oréal Technique Nature's Therapy NATURAL or RELAXED line of luxury salon treatments, available at Sally Beauty and better beauty supply stores nationwide, is formulated for women of color to restore winter-ravaged tresses into optimal condition. Spring into the new season with resilient, radiant hair.

With warm weather comes extreme elements. Hair becomes exposed to a variety of challenges, including intense heat and sun exposure that can damage hair's natural protective film. For women of color, whose many hair textures range from natural or relaxed, curly or straight, and even color-treated, this environment can exacerbate dry, brittle hair. L'Oréal Technique Nature's Therapy NATURAL or RELAXED line of treatments is specifically formulated to dramatically improve the condition and look of that range of hair textures even as the seasons change.

"For many women of color, hair tends to feel dry and is often difficult to manage," explains Angela Ellington, Director of Research & Development at the Ethnic Research and Development facility. "Women with natural styles desire softness for manageability, while those with relaxed or color-treated hair need treatments to help condition and maintain the integrity of the hair before and after the chemical process."

NATURAL or RELAXED products contain a vital conditioning protein complex, with L'Oréal's patented Ceramide R ®, wheat derived protein and taurine. The patented Ceramide R ® protects and strengthens the hair cuticle, while the natural wheat derived protein helps maintain moisture balance and taurine penetrates the cortex strengthening the hair's internal structure. Together, this distinctive ingredient combination fortifies hair and helps deliver strength, softness and spectacular shine.

Each product in the collection targets damaged areas to restore hair to optimal, healthy-looking condition. For an added sensory experience, there are two complementary fragrances in the range: a creamy, fruity melon and a sweet fruity oriental.

The Collection:

NATURAL or RELAXED Intense Moisture is an intense treatment that nurtures and strengthens. This essential creamy conditioning treatment instantly detangles, smoothes and moisturizes, without weighing hair down. Hair is left strong, healthy and beautiful. (4 fl. oz. o SRP $7.99)

NATURAL or RELAXED Instant Repair is a spray-in, rinse-out conditioner with advanced technology that fortifies and conditions weakened hair without weighing it down. Hair is left strong and more resistant to breakage. (4 fl. oz. o SRP $7.49)

NATURAL or RELAXED Overnight Scalp Rejuvenator refreshes and soothes dry, tight scalp while you sleep. The daily overnight leave-in treatment provides a cool, calming effect that moisturizes hair without product build-up, and works especially well on curly hair and braided styles that can perpetuate dry scalp. (4 oz. o SRP $6.99)

NATURAL or RELAXED Pre-Service Treatment protects hair during professional relaxing or color services. This protective treatment is professionally formulated to help maintain hair's moisture level during chemical processing. Previously treated hair is left in optimal condition. (0.5 oz. unit dose o SRP $3.99)

NATURAL or RELAXED Post-Service Treatment strengthens hair after professional relaxing or color services. The leave-in conditioner protects and strengthens hair after processing; sealing in moisture, adding shine and leaving hair in improved, healthier condition. (0.5 oz. unit dose o SRP $3.99)

NATURAL or RELAXED is the newest advanced product system in the Nature's Therapy line of professional hair and scalp treatments from L'Oréal Technique. Discover the ultimate luxury for yourself at Sally Beauty Supply (1-800-ASK-SALLY or www.sallybeauty) and better professional beauty supply stores nationwide. For more information, call 1-800-345-5014 or visit www.lorealtechnique.com.

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L'Oréal Technique markets exclusive salon products for hair professionals and consumers that are available at Sally Beauty (1-800-ASK-SALLY or www.sallybeauty) and other better professional beauty supply stores nationwide. We are a leader in technology and innovation, with such success stories as Nature's Therapy, an ever-expanding "problem-solution" line of professional hair and scalp treatments, Excellence HiColor permanent crème hair color for dark bases, and Color Gems a demi-permanent color. For more information, call 1-800-345-5014 or visit www.lorealtechnique.com.