L\'Oréal to take Brazilian murumuru butter to Japan

Published: 25-Sep-2013

Murumuru butter, manufactured by Beraca, features in L\'Oréal Professionnel\'s new Absolut Control range, which is set to roll-out in Japan

L'Oréal Professionnel is set to roll-out its Absolut Control range, which contains murumuru butter from Brazil, onto the Japanese market.

The hair care range includes moisturising murumuru butter manufactured by Beraca, a provider of natural ingredients sourced from the Brazilian biodiversity. Up until now, the range has been sold exclusively in Brazilian hair salons in response to L'Oréal's findings that 47% of Brazilian women claim to have thick, rebellious hair and 76% out of those would like to reduce hair volume and frizz. Managing Director of the Professional Products Division at L’Oréal Brasil, Maya Colombani, said: “Brazil’s rich biodiversity is making the country increasingly attractive to the international market.”

The range currently comprises six different hair care products, while a new sku has just been announced, Amazonian Oil. The oil is said to help tame rebellious hair, providing anti-frizz control and nourishment for up to 24 hours. Colombani added: “We wanted to launch a revolutionary range by merging nature and technology, which would be able to fully meet the needs of Brazilian women, the world’s most demanding consumers when it comes to hair. Murumuru butter smoothens and nourishes the hair fibre by reducing volume and frizz, leaving it soft and supple.”

Murumuru butter is extracted from the seed of the murumuru tree, which can be found in the Amazon region. The butter itself is rich in lauric, myristic and oleic acid.

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