L'Oréal Paris is continuing its campaign for Elvive hair care. Now, singer-songwriter Camila Cabello, shown above, is sharing her "comeback" story.
Elvive products held damaged hair "come back." The treatment-led hair care line has active patents until 2026 and contains powerful ingredients that are proven to revive damaged hair. The treatments are supported by tailored shampoos and conditioners to complete the regimen.
Cabello is promoting the brand's Extraordinary Oil collection, which targets dry and undernourished hair. The first part of her integrated campaign will debut with a 60-second commercial this weekend, directed by Roman Coppola. The campaign will live on social, digital and in print media in the following months.
Tim Coolican, President, L'Oréal Paris USA, says, "Elvive was designed to address the 80% of women in the U.S. who experience some form of hair damage daily. The line builds on L'Oreal Paris' commitment to creating innovative products, services and experiences that help people look and feel their best every day."
The Elvive products are available at mass, food and drug nationwide beginning January 2018. All Elvive shampoos and conditioners have a suggested retail price of $4.99 and all treatments have a suggested retail price of $6.99.