When gearing up for new hair-care product launches in the beauty industry, it sometimes feels like we are awaiting the next big Hollywood blockbuster movie release. But in this case, the excitement stems from new active ingredients and innovative technology rather than a hunky leading man or special effects.
“Coming this fall, a new active ingredient that increases hair’s density.” Sure, that headline won’t get you into the movie theater, but it will get you in the shower, lathering up in anticipation of thicker, fuller, more youthful-looking hair. Or at least that’s what L’Oréal is betting on with the upcoming launch of Neogenic, a hair lotion that awakens dormant hair and enhances hair density.
The new “potentially game-changing” active ingredient in Neogenic was discovered at L’Oréal’s new state-of-the-art Global Hair Research Centre located in Paris Saint-Ouen. Through the scientists study into regenerating hair with stem cells and understanding the hair follicle cycles, the new molecule and active ingredient awakens dormant hair follicles to increase fullness. The planned price for a one-month treatment will be 90 euros.
Whether or not this new launch will change the hair-loss game or not is yet to be seen, but one thing is for sure-the industry is buzzing over its unveiling this September.
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