Tell us about the concept of Moroccanoil Professional Hair colour?
Moroccanoil’s proprietary technology—the ProArginine + ArganID™ System—truly helps to maintain hair’s integrity with its restorative and nourishing benefits. Pro Arginine is a type of amino acid that is naturally found throughout the existing structure of the hair fiber. In its original state, it is highly alkaline. When it’s used at higher, active levels, its benefits are intensified, and it becomes a powerful, good-for-you alkalizing agent that supports the hair colour chemistry.
Through extensive testing, we have proven that ProArginine has equivalent functionality compared to traditional alkalizing agents, effectively raising hair’s pH. It swells the cuticle at just the right amount, interacting more seamlessly with the hair and therefore minimising damage, which results in lower impact on the hair’s surface. And, here is the special part that makes ProArginine truly a standout. As an amino acid that is naturally found in the hair, it has the ability patch up the damaged areas of the cuticle, restoring its integrity.
The next part of our system features our iconic ArganID™. This is the same technology that is infused in all Moroccanoil colour care products. It penetrates the hair and has the ability to go deep into the cortex, infusing it with all of its wonderful antioxidant and moisturising properties, creating a moisture balance throughout.