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Why "No Bleach French Highlights" is Your Salon’s Biggest Business Builder This Season
As a colourist, you know that the client is more demanding than ever. They want beautiful, multi-dimensional hair, but they want it on their own terms. According to our latest consumer insights, a staggering 68% of 16-34 year olds avoid colouring their hair entirely. Their number one barrier? Damage. We know exactly how to use pre-judgement safely and effectively, but this doesn’t stop the fear when it burns to clients hearing the word, and we know that clients are actively looking for ways to avoid it.
For years, the fear of compromised hair quality has kept Gen Z and key trend-driven demographics away from your chairs. That is why L'Oréal Professionnel is changing the conversation entirely with our upcoming No Bleach French Highlights campaign. This is not just a trend, it is a service-led movement designed to take your clients from fear to French Highlights, giving both you and your clients ultimate colour confidence.
The Power Behind "Free to Highlight, Free from Bleach"*
By offering a premium, bleach-free highlighting service, you can break down the barrier of damage and welcome a wave of new, colour-shy clients into your salon. This campaign delivers blended, effortless, and sophisticated results, providing subtle dimension even on dark bases. Best of all, it allows you to promise up to +46% stronger hair** and hair that is up to 1.2x softer***.
From the recently reformulated Majirel with Caring Complex, to brand new iNOA shades with powerful Oil Delivery, and the power of Hyaluronic acid in Dia, here is how the portfolio works together to drive revenue, keep clients rebooking but best of all, keep them feeling safe with technology to keep their hair in the best possible condition:
The Foundation: Metal Detox Pre-Treatment Spray
Before you apply any colour, you must ensure a perfect canvas. Metal Detox Pre-Treatment Spray is your mandatory first step. We call it "colour insurance in a bottle*." It neutralizes metal particles inside the hair fiber to prevent breakage and guarantee predictable colour results. And it is not just for pre-lightening services, your client will notice softer, stronger shinier hair after any colour service. It is also the perfect first step in a Treat & Tone Top-Up Service!
The Core Focus: Majirel High Lift
From rich Caramels, to bright & cool blondes, Majirel High Lift is your ultimate tool. It allows you to lift and tone in one single step, achieving up to 4.5 levels of lift on natural hair. It offers controlled lift with less damage*, visibly healthier-looking hair, up to 2X less ammonia odour****, and up to 3X softer hair****.
Top tip – always develop Majirel High Lift for the full 50 minutes with no heat – most neutralising reflect is deposited in the final 10 minutes!
For Rich, Dimensional Reds & Coppers: Majirel Contrast Base & Boosters
Missing Maji-Contrast? Its back! Simply mix NEW Majirel Contrast Base with our high-impact Boosters to deliver exceptional lift & tone in one easy step, even dark bases. Choose from Red, Copper and Magenta.
The Refresh Partner: Dia Light
Replace depth between highlights, refresh lightened strands and add gloss to the hair in between appointments, Dia Light is your perfect partner. It is the key to bringing your French Highlights clients back to your chair between major services, easily neutralise unwanted reflect, or restore red & copper vibrancy.
Three Seasonal Looks to Menu in Your Salon
To make this activation simple to sell, we have structured the service into three highly requested commercial looks:
Look 1: Dark Base Caramel (For the Gen Z Client)
Target Client: Brand-new to colour.
The Technique: Use Metal Detox followed by Majirel High Lift Beige to achieve a subtle, beautiful lift that enhances their natural features.
Look 2: Dark Base Red (For the Trend-Driven Client)
Target Client: Dark-haired clients wanting rich, warm dimensions.
The Technique: Use Metal Detox, followed by Majirel Contrast Base blended with Magenta Booster to add stunning, rich red accents.
Look 3: High Impact Blonde (For the Existing Highlight Client)
Target Client: Blonde clients wanting total dimension without the traditional bleach damage.
The Technique: Use Metal Detox, applying Majirel High Lift Ash Violet or Neutral on the front hairline, and Dia Light 7.23 on alternate sections.
Stock up on Majirel, iNOA, Dia Light, and Metal Detox through your wholesale partner today, and get ready to transform your service menu!
Disclaimers
*No persulfates.
**Instrumental test vs traditional bleach.
***Instrumental test vs previous Majirel.
****Instrumental test vs previous Majirel.
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