L’Oréal Paris India Turns Mumbai Into a Live Lab For The New Excellence Crème And The Future of at Home Hair Colour
L’Oréal Paris India has turned the launch of its New & Improved Excellence Crème into a full scale, science led content lab in Mumbai, using the “I Always Choose Excellence” event to spotlight what superior at home hair colour now looks like. Across R&I zones, live masterclasses and real time transformations, the brand positioned its upgraded formula as a new benchmark for high performance, salon like results at home.
A launch built around science and content
The “I Always Choose Excellence” Content Creation & Launch Event was conceived as an immersive journey rather than a traditional press conference. Held in Mumbai, it brought together content creators, internal employees and real consumers to experience the renovation first hand.
The experience flowed through:
An R&I Science Breakdown Zone, where L’Oréal Paris scientists walked guests through the technology behind the new Excellence Crème formula including its focus on long lasting colour, care and…
scalp comfort. A Live Masterclass, where expert colourists performed real time hair transformations using the new formula, demonstrating coverage, shine and softness on different hair types. Throughout, creators were encouraged to film, test and share, turning the event itself into a content engine for Instagram and YouTube.
What’s new in Excellence Crème In India, Excellence Crème is positioned as a no ammonia, triple care permanent hair colour offering 100 percent grey coverage from root to tip. The existing Triple Care system combines Pro Keratin, Ceramide and Collagen to help protect, strengthen and replenish hair while colouring.
The new and improved formula goes further with an added Hyaluronic Acid complex, as creators at the event highlighted, promising: Richer, more elegant colourthat looks deep and even. Hair that feels soft, nourished and cared for, not dry or brittle after colouring.
Up to 32 washes stay poweraccording to the R&I walkthrough, supporting long lasting results between applications. The complete ritual kit now typically includes a protective crème, developer, scalp comfort shampoo and a nourishing mask, reflecting L’Oréal Paris’ push for a full pre‑ and…
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