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NEW YORK — L’Oréal Professionnel is taking on styling in a big way.

The salon brand, owned by L’Oréal USA, is rolling out two new styling lines under its Textureline brand this fall. First there’s Playball, a line of three styling aids packaged in rubber containers with a base that bounces off surfaces. Each item targets a different styling need. Beachcreme is a textured cream designed to create a natural, tousled look. Formulas contain beeswax for control and to leave a matte finish on hair. Deviationpaste has been designed to deconstruct short and medium-length hair. The water-based paste contains kaolin clay, which helps give hair a matte look. Then there’s Motiongelee, a whipped cream-wax that sculpts hair and leaves it shiny, with the help of lightweight silicones and styling polymers. Each item retails for $16 and will be available in salons beginning in July.

Specifically designed for textured hair is Hairmix, a three-item range designed to add shine, moisture and control.

Supremesmooth is a smoothing cream formulated with ceramides, mango and almond oil to smooth hair for straightening, as well as to protect it from harmful heat styling tools. Spiralblendor uses glycerine and coconut oil to hydrate hair, and wheat protein to smooth the cuticle surface on dry, wiry hair. Sublimeshine contains avocado and grape seed oil to help hair shine and to tame frizz. Each item in Hairmix retails for $14.95 and will be available in salons in July.

With the launch of Playball and Hairmix, L’Oréal Professionnel plans to target 3,000 new salon doors in addition to its existing units and expects to generate $6 million in retail sales by yearend, said Stephanie Peigne, assistant vice president, marketing.

L’Oréal Professionnel has also tapped celebrity hairstylist Bob Recine, who will train stylists.

“He loves Textureline since he needs to use products that offer flexibility when he is on shoots and doing runway,” said Peigne. Recine will conduct classes for about 100 stylists in July and August at the company’s training center in SoHo here. “He’ll be teaching techniques, how to use the products, showing the different results you can achieve,” Peigne said.

This story first appeared in the June 23, 2006 issue of WWD. Subscribe Today.

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