Elseve introduces Collagen Lifter, a peptide-collagen haircare line designed for fuller-looking strands and long-lasting volume with first-use efficacy.
Elseve, the haircare line from L’Oréal Paris®, has introduced Elseve Collagen Lifter. The launch opens the brand’s year with a focus on volume and a fuller feel. In addition, it targets fine and thinning hair.
The new range follows the brand’s research into Brazilian hair diversity and local consumer expectations. As a result, Elseve reinforces its innovation track record in haircare. Next, the brand expands the use of skincare-inspired actives in the hair category.
The science behind volume
Studies conducted by L’Oréal Paris® point to a direct link between hair mass and fiber diameter. Even with the same number of strands, thinner hair takes up less space. Therefore, it can look lighter and less full.
Thinning may be natural and genetic. However, it can increase over time due to aging, chemical processes, and hormonal changes. In addition, nutritional deficiencies may also play a role.
Using microscopic analysis of the hair fiber and scalp, researchers identified a natural collagen sheath around the hair bulb. This structure sits about 4 millimeters below the surface. In this way, the finding inspired a technology aimed at supporting the fiber.
Collagen peptides and an “exoskeleton” effect
Building on that discovery, the brand developed a wrap of collagen peptides with high affinity for hair. The system works like an “exoskeleton” along the strand. As a result, it supports hair from roots to ends.
The promise is lightweight, long-lasting volume without stiffness. On the other hand, the line aims to avoid heavy-feeling results within a routine. Therefore, it combines a fuller look with a flexible touch.
“Elseve Collagen Lifter focuses on the needs of Brazilian consumers who are increasingly attentive to hair health, seeking fuller hair without stiffness or weight, as well as solutions that are truly effective for density loss and thinning.”
The statement comes from Victor Ribas, Marketing Director of Hair Care at L’Oréal Paris® in Brazil. Next, he highlights the brand’s scientific expertise behind performance. Therefore, the launch is positioned around real consumer needs.
Claims, products, and prices
The Elseve Collagen Lifter range includes four products. They are the Thickening Shampoo (R$ 19.99), Fiber-Redensifying Conditioner (R$ 38.29), Web-Effect Treatment (Mass Rescue) (R$ 39.89), and Leave-in Cream for Volume Without Frizz (R$ 53.59). In addition, the brand says the line is validated by Brazilian consumers.
In a quantitative test with 329 women aged 18 to 55, 98% reported immediately fuller-looking hair. According to the study, 97% reported density reconstruction. In addition, 99% noticed lighter, healthier-feeling hair.
According to the brand, the line is now available across Brazil. Distribution includes major drugstores, supermarkets, perfumeries, and e-commerce channels. Finally, Elseve positions the launch as an effort to broaden access to advanced hair science.