NEW YORK — Building off the success of the 2023 L’Oréal Paris Elvive Hyaluron + Plump collection, which launched exclusively at Walmart in the fall of 2022, the brand has once again collaborated with the retailer on exclusive haircare line.
The new Hyaluron + Pure collection features a shampoo, conditioner, and oil-erasing scalp serum.
L’Oréal Paris Elvive entered the moisture space with the introduction of Hyaluron + Plump, the company says, noting that the collection brought science to the forefront with formulas infused with Hyaluronic Acid. Elvive Hyaluron + Pure continues to leverage this established L’Oréal Paris ingredient authority in this new collection. The new regimen is made up of formulas infused with Hyaluronic & Salicylic Acid, which are formulated to exfoliate and purify the scalp, removing up to 100% of dulling residue while also hydrating ends.
Elvive Hyaluron + Pure strategically meets an increasingly prevalent consumer demand for scalp care, according to the company. As the market has seen an ascension of skinification of hair, the conversation surrounding
oily scalp and roots is continuing to grow among Millennials and Gen Z. This subset of consumers is continuing to prioritize their skincare routines and are now considering scalp care as skincare too. The introduction of Elvive Hyaluron + Pure directly addresses these scalp concerns.
The Elvive Hyaluron + Pure collection includes the following:
- Hyaluron Pure Oil Erasing Serum: Infused with Salicylic and Hyaluronic Acid, this formula gently exfoliates the scalp’s surface to remove impurities, and product build up, and leaves users with a scalp that does not feel or look oily.
- Hyaluron Pure Purifying Shampoo: Infused with Salicylic and Hyaluronic Acid, this shampoo removes up to 100% of dulling residue for a long-lasting fresh feeling.
- Hyaluron Pure Rehydrating Conditioner: Infused with Salicylic and Hyaluronic Acid, this lightweight, creamy conditioner, coats the full hair strand for hair that feels hydrated and lightweight from end to end when used as a regimen.
“We’re thrilled to once again collaborate with L’Oréal Paris on the launch of Elvive Hyaluron + Pure Collection,” says Walmart Merchandising Vice President for Beauty Creighton Kiper. “This new innovative product line reflects our commitment to providing our customers with top-tier haircare solutions, ensuring they experience personalization for their self-care routine at the everyday low prices we provide.”
L’Oréal Paris USA president Ali Goldstein also expressed enthusiasm for the new product line.
“We are thrilled to partner with Walmart on another exclusive collection that directly addresses an increasingly prevalent consumer need,” Goldstein noted. “Younger generations are prioritizing their scalp care in new ways and the introduction of Elvive Hyaluron + Pure helps democratize their needs at more accessible price points.”
Goldstein adds that “our exclusive partnership with Walmart, the No. 1 retailer in America, represents an incremental consumer recruitment opportunity for both L’Oréal Paris Elvive and Walmart, and we look
forward to expanding our shopper base together.”
The Elvive Hyaluron + Pure collection launches exclusively at Walmart stores nationwide this month.
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