Courtesy of L'Oréal Professionnel
We’ve all been there. You’re sitting at the back wash with a crick in your neck, you want to get upright and back to the magazine you were reading ASAP. But then comes that question: “You could really do with a treatment—shall I pop one on?” Thing is you have no idea how much said treatment costs; could be a fiver, could be £15, could be upwards of that. Your neck is starting to ache even more, and you probably do that very British thing of just mumbling, “Erm, yes, please,” rather than have to talk money. Luckily, L’Oreal Professionnel’s new Powermix Treatments are just £10, so you can be safe in the knowledge that if they do “just pop one on,” you won’t be left out of pocket and eating beans on toast for days to come. So does the £10 treatment deliver? We headed to Percy & Reed and met with co-founder Adam Reed to put it to the test. Keep scrolling to find out how it fared.
L’Oreal Professionnel listens to its customers. According to the brand’s 2016 consumer research, 53% of UK consumers want haircare that is personalized to their needs. Enter Serie Expert Powermix, the brand’s first bespoke in-salon treatment that is mixed and applied at the backwash.
There are two parts to the treatment: a micellar-inspired Base that is rich in conditioning ingredients and then mixed with one or more of the additives. When the products are mixed, they transform for a translucent liquid to an opaque white cream. There are five options to choose from: Nutri, which is all about enhanced hydration and shine; Repair, to feed the hair and improve the suppleness of damaged strands; Smoothen, which tames frizz and offers control to wayward hair; A-OX, to improve the radiance and shine of coloured hair; Force, to strengthen strands and prevent breakage.
You can combine one or more, so my stylist Reed chose Liss to smooth my frizz and Repair since my ends are pretty blonde. My hair was washed and conditioned before the mask was applied and massaged in, the mask smells lovely and fresh but not at all overpowering. I’m going to level with you: I spent a few more minutes at the backwash than is really deemed comfortable, but it was well worth it.
Now, Reed is great at blow-dries, but my hair was so much smoother and silkier than it usually is. Not only that, but when I got back to the office, my colleagues asked whether I’d had my hair dyed; the colour looked brighter and fresher. Even my boyfriend commented on my hair when I got home. The visible effects lasted a good couple of weeks before I felt the need to apply an at-home mask: Hair was shinier, easier to detangle and style. That’s £10 well spent in my book. If you want to eke out the in-salon effects, you can also buy the Powermix at-home range, which includes shampoos, conditioners and masks.
Opening Image: Mango