The launch of L’Oreal Sublime Mousse was held on March 18th, at the L’Oreal Academy in Downtown Toronto.  The evening was very feminine, with pink décor, food and drink filled the room promising for an entertaining event.  A DJ was present, giving the lounge a bit of “atmosphere”.  There were also hair models working the room as guests mingled, and took photos in front of the L’Oreal backdrop.

Half way through the evening guests were ushered into the presentation room set up like fashion show complete with runway. There, Sonia Kovacic of L’Oreal Canada gave a brief presentation about the history of hair colour and she introduced the new generation of hair colour – Loreal Sublime Mousse.  What makes this product revolutionary?  Definitely the texture of the mousse, eliminating the need to section the hair off and the worry that the dye will drip. The colourant and surfactant of the hair dye is mixed into the bottle provided but it is the pump that injects air into the mixture which then gets pumped out as foam.

Hair expert Eric Del Monaco continued the presentation with a live demo of how to apply the hair colour. The application process lasted only a few minutes but what was impressive was that the model had hair to about her mid back and only one bottle of hair dye solution was used. The application did indeed look easy – massaging the dye into the hair as if it were shampoo. Also noted was that the mousse remained white during application. Eric and Sonia mentioned that as the dye sits on the hair after the application process the colour of the mousse would change to the dye colour.

After the live demonstration models then walked the runway displaying the various hair colour shades available.  The evening ended with an exclusive look at the new L’Oreal Sublime Mousse commercial and behind the scenes with spokesperson Evangeline Lilly.