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L’Oréal Professionnel launches X-Tenso Moisturist : A Straightening Revolution.

L'Oreal Professionnel Guarantee Formaldehyde-free
 By the Best Hairdressers in the World

L'Oreal Professionnel has made onE of its greatest successes even better and HAS launched a STRAIGHTENING revolution: STRAIGHTENING SERVICES that thoroughly nourish hair.

[Karachi: 09 June 2011] L’Oréal Professionnel Pakistan proudly introduced their exciting technological revolution in haircare, the formaldehyde- free X-Tenso Moisturist. With the new X-Tenso Moisturist Nutri-Cationic innovation, hair can be both straightened and nourished from lengths to ends. 

High levels of humidity is one of the greatest enemies of straight hair, since it increases volume and favours frizz. Pakistani women particularly suffer from it given the most of the country has an extremely humid climate. X-Tenso Moisturist's revolutionary Nutri-Cationic technology protects straightened or relaxed fibers from Pakistan’s extreme humidity. Comparative studies on sensitive hair, performed after 8 and 24 hours in very humid conditions, show that fibers processed with X-Tenso Moisturist gain much less volume and remain virtually without frizz over time. L’Oréal Professionnel gives beautiful straight hair, safe from Pakistan’s humidity, for all types of hair. 

About L’Oréal Professionnel:

Launched in Pakistan in 2009, L’Oréal Professionnel is the number #1 professional brand worldwide, innovating to work with hairdressers across the world to dream, excel and succeed. L'Oréal Professionnel is a key partner for over 1 million of the world's most dynamic hairdressers, including top stylists within Pakistan. 

The event was attended by top Pakistani Stylists. Present at the event were L’Oréal’s creative consultant Nabila and leading hairstylists and beauticians such as Peng Quershi, President of the hair and beauty association of Pakistan Ruhana Iqbal, Nighat Misbah of Depilex Karachi, Angie Marshall, Neelo, Rukaiya Adamjee,Yasmin, Sehar, Asma Zaidi, Rosy Patel, Sana, Munaiza Zulfiqar, Sakina Khaleel-ur-Rehman, Shela Poonja, Shehnaz Abjani, Tazeen, Zarka, Lubna, Rizwana Khan and X-Tenso Moisturist Models Sohana, Sohai & Zarmeena and esteemed members of the media.Here are some of the pictures of the people who attended this LAUNCH:

Rosy Patel


Ambreen Merchant, Nabila and Sadia Shah

Humaira, Ambreen and Sana
Angie Marshall with Asma Zaidi


President of PHABA - Ruhana Iqbal

Rizwana Khan
Rukaiya Adamjee with Sadia Shah
 Speaking at the launch, Business Unit Manager L’Oreal Professionnel Products Division, Sadia Shah said: “With Xtenso Moisturist, women finally have control over their own hair! They can choose from three different looks- based on the level of straightening they desire. Xtenso Moisturist is a true revolution custom- made for Pakistan with our extremely humid climate. Not only does it nourish hair while straightening even in our extremely humid climate, it also offers a safe straightening solution to our market”.

Sehrish, Ambreen, Sahar, Saraphine, Nabila and Sadia

Shela Poonjah, Shehnaz Abjani and Munaiza Zulfiqar

Ambreen Merchant

Zurian Imam
Photography by Kashif-ud-din 

X-Tenso Moisturist exists in three references, tailored for each hair type- natural, thick and resistant hair and sensitized hair. For each reference, three different services can be provided. This versatility allows three new services to be introduced- Brazilian Straight, Brazilian Smooth and Brazilian Relax based on the desired level of straightening of the customer.

L’Oréal Professionnel X-Tenso Moisturist hair straightening service is now available at L’Oréal Professionnel salons from June 2011 and onwards

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