Absolut

Repair
Molecular
#RebornStronger

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 [Consumer insight]

The way consumers face damage has evolved.

Texture. Movement. Shine & Color. Ends.

From surface damage ( external ) To damage at the molecular level ( internal)

Lack of shine.
Dullness. Color fading.
Lack of shine. Color fading.
Dullness.

Repair with nutrition. Repair with strength.

Repair is one of women's greatest needs!

L’Oréal CMI Damaged Hair Qualitative Research 2013 & 2015 + WL REPAIR 2018 + HD Red Thread 2019.
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 Hair damage is among
the top 2 hair concerns
in India.*
50% of 18-24 yr. old consumers complain of
hair damage*.

12% year-on-year growth in Google

searches on damage**.

* India CPD MAPT Hair care brand track NCCS A Q1 2023. ** Google internal data.
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What causes inner hair damage?

Did you know?

Although the hair fiber is

made of many elements,
keratin peptides are its key
components.

Peptide = amino acids +

peptide bonders.

What causes hair damage?

When these amino acids are

compromised or the peptide
bonds are broken, it results in
[Peptide molecular scanner] damage at a molecular level.

This damage is irreversible.

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The new repair battle is at the
peptides’ level = molecular level.

MOLECULAR SCANNER
18 amino acids with specific
properties each, incl. :
▪ Glutamic Acid
▪ Arginin
▪ Glycin
▪ Serin
▪ Tyrosin

Peptide bonds linking amino

acids to form structured
peptides.

The only repair solution =

Beyond bonding, Amino acids + Peptides
there is Peptides repair. bonder.
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Introducing
Absolut
Repair
Molecular.

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 6 patents.

[Absolut Repair Molecular]

Repair up to 2 years of
damage, in one use*.
3% peptides bonder + 5 amino acids.

Re-injects amino acids and peptide bonds

into the hair fibre to:

▪ Rebuild hair molecular structure**.

▪ Restore strength, elasticity & movement***.

For stronger, healthy-looking & flowing hair.

*Instrumental test on the fiber macromolecular structure after application of shampoo + rinse-off serum + leave-in mask. **Instrumental test after 15 applications of shampoo + rinse-off serum + leave-in
mask. ***Consumer test after 2 weeks usage of shampoo + rinse-off serum + leave-in mask.
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 Star Skus

Presenting the range.

[In-salon only]

[Step 1: Pre-treatment] [Step 2: Shampoo] [Step 3: Rinse-off serum] [Step 4: Leave-in mask]
Also available in 1.5l
format.

Concentrated with 3% peptides Formulated with peptides Concentrated with 2% peptides Formulated with peptides
bonder + 5 amino acids. bonder + 5 amino acids. bonder + 5 amino acids bonder + 5 amino acids
Sulfate-free
Benefits:
Benefits: Benefits: Benefits:
▪ Refills hair molecular
▪ Cleanses the fiber. ▪ Instant transformation. ▪ +97% more strength.*
structure*with long-lasting
▪ Strengthens. ▪ Restores original strength*. ▪ Heat protection up to 230°*.
efficacy.*
▪ Brings high level of ▪ Deep penetration**. ▪ +52% smoothness*.
▪ Immediate & extreme
care. ▪ 3x more strength. *** ▪ +85% frizz control*.
detangling.
▪ Restores original strength**. ▪ +86% smoothness*
*Consumer test after 2 weeks usage of shampoo+rinse off serum+ *Instrumental test after application of
leave in mask. Absolut Repair Molecular leave-in mask
*Analytical test after application of pre-treatment + 5 shampoo * Instrumental test after application of Absolut Repair ** Analytical test after application of rinse-off serum.
Molecular shampoo *** Instrumental test after application of Absolut Repair Molecular
** Instrumental test after application of pre-treatment
rinse-off serum.
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The Absolut Repair Molecular shampoo is
completely sulfate free.

‘No sulfate
surfactant’ will be
called out on every
shampoo

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 Scientifically proven molecular efficacy.
Thanks to two disruptive and unique formats: concentrated liquid treatments.

[Salon exclusive]
3% peptides bonder. 2% peptides bonder.
5 amino acids. 5 amino acids.
3 patents. New patents submitted.
Exclusive to L’Oréal Professionnel. Exclusive to L’Oréal Professionnel.

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A holistic portfolio to target clients with
damage and breakage concerns.

NEW

[Metal DX] [Absolut Repair] [Absolut Repair Molecular]

Stop breakage and color shift. For instantly resurfaced & repaired hair. Repair up to 2 years of damage, in 1 use*.

Breakage preventio n for Sur face repair for dr y & Repair with strength for damage d

all hair types. damaged hair to ver y damaged hair.

(molecular/inner damage)

*Instrumental test on the fiber macromolecular structure after application of

C1 - Internal use shampoo + rinse-off serum + leave-in mask.
The results are real.

Fiber Restored
reconstruction. elasticity.

Real unretouched, damage MEB scanning.

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Instant and great performance.
On all types of damaged hair.

[Hair
transformation]

New strength.

Say goodbye to
elastic hair.

I see my curls
again.

Hair is movable.

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Introducing the new
Molecular Deep Repair Service.
[1. Immerse] [2. Pre-treat & wash]
Molecular immersion.

Pro gesture: Pro gesture: Pro gesture: Pro gesture:

elasticity test. relaxation gestures. spray application. Massage while shampooing.

[3. Treat & care]

Pro gesture: Smoothing and Pro gesture: heat from steam to facilitate
combing for deep penetration. fusion & deep penetration.
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 A protocol built on diagnosis and pro gestures.
Repair up to 2 years of damage, in one use*.

The elasticity test Pre-treatment Sulfate-free Rinse-off serum Leave-in mask Style &
shampoo blow-dry
Grab a strand of Spray ~20 Apply ~8 pumps Apply ~4
wet hair and pull pumps on wet Apply ~8g on on wet hair from pumps on
lightly. If the hair hair from wet hair. lengths to ends. towel-dried
doesn’t bounce lengths to Emulsify on Rinse hair. Do not
back or it breaks, ends. Do not roots, lengths thoroughly. rinse.
it is damaged. rinse. and ends.
Rinse
thoroughly.

*Instrumental test on the fiber macromolecular structure after application of shampoo + rinse-off serum + leave-in mask. **Instrumental test after 15 applications of shampoo + rinse-off serum +
leave-in mask. ***Consumer test after 2 weeks usage of shampoo + rinse-off serum + leave-in mask.

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Boost your profits with this brand-new
treatment.

Molecular deep repair service.

Total Size Cost per Per Head

MPP (INR) Total Cost Per Head (INR)
(ml) ml Dose (ml)

Pre-treatment 190 2000 11 40 421

Shampoo 1500 4500 3 8 24

Rinse-off serum 250 1600 6 16 102

Leave-in mask 100 2000 20 8 160

Total cost of product 707
Service Price (Excluding service tax) 3000
Net Profitability 1,793
Total 324%

Pro tip: For clients who want a very cosmetic touch or have thick/dry hair,
complement the Rinse-off serum with an application of the
Absolut Repair Mask.

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A full-fledged repair protocol: in-salon
and at-home.
Molecular Deep Repair Service At-home care
BACK TO SALON
ONCE A MONTH

Step 1. Step 2. Step 3. Step 4.

Step 1. Step 2. Step 3.

Pre-treatment Shampoo Rinse-off Leave-in Shampoo Rinse-off Leave-in

serum mask serum mask

Recommend the Molecular Deep Repair Service to clients with

damaged to very damaged hair.

Recommend the at-home 3-step regime for care between

in-salon services.

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360° activation plan.

[Education] [In-salon] [Advocacy] [Media]

01. 02. 03. 04.

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An education blitz to equip pros
to win in salon.

advocate. hands on. enable. learn.

#RebornStronger • Diagnosis guide
• Webinar with HDs YouTube series
challenge for pros • Technical guide
• Boot camps Retail how to sell • Retail e-card
• Train the trainer
• Technical e-card
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In-salon experience at every touch-point.

Highlighting the tech & the proof.

[Retail glorifier] [Digital tent card] [ARM lab]

At workstations At the billing counter Near retail unit

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 Always-on advocacy to amplify ARM.

50 influencers 150+ content pieces 2.5% target ER*

Top influencers* *Influencers are tentative, To be confirmed.

Pooja Hegde Nupur Sanon Nisha Agarwal Sharvari Wagh

26Mn. reach 9.6Mn. reach 1.3Mn. reach 1Mn. reach

Bench: 2% C1 - Internal use

 Step into the world of hair tech with
always-on media and augmented reality.

Media + content partnerships Augmented reality DOOH

Connect

Capture

Convert

*This is a render, not an actual representation

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Are you ready for
your hair to be
#RebornStronger?

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