An icon of female empowerment and music, the artist debuts with the world's #1 beauty brand, with the Elseve Glycolic Gloss line.
Photos Courtesy L’Oréal Paris
Crowned as "The Queen of All Gloss," which represents a sense of total control and mastery over one's beauty and self-esteem, especially in the realm of hair care, Elseve by L’Oréal Paris announces Anitta as the brand ambassador for the viral hair care line, Elseve Glycolic Gloss.
Technology and innovation are the brand's pillars, and this launch heralds a new era in hair care, showcasing the transformative power of glycolic acid that penetrates the hair fiber, providing more than just shine, ultra gloss. Formulated for all hair types, Elseve Glycolic Gloss technology from L’Oréal Paris ensures ultra gloss shine that lasts up to 6 washes.
Known for her inspiring journey and unmistakable style, Anitta is the perfect choice to represent the line's philosophy. "Being the Queen of All Gloss isn't just for me, okay? It means no one can dim our shine. And that's the message we want to convey in this beautiful campaign," says the artist. "I love the Elseve Glycolic Gloss line because it helps keep my hair with a healthy shine. It's truly amazing!" she concludes.
"Anitta, with her super busy schedule juggling shows, recordings, rehearsals, and commitments, needs practicality without sacrificing impeccable results when it comes to beauty. After all, being a powerful woman requires products that keep up with her pace and deliver instant and long-lasting performance so she is always ready to shine, and of course, the best choice is Elseve Glycolic Gloss," says Marta Chaves, Brand Manager.
With this partnership, L’Oréal Paris reaffirms its commitment to celebrating and empowering the beauty and self-esteem of women around the world. Over 50 years ago, when female empowerment was not yet in most women's repertoire, L’Oréal Paris emerged with a powerful message: "Because you're worth it." More than just a slogan, it's an affirmation that placed self-confidence above all. Over fifty years have passed since then, and the phrase shows no signs of losing its strength — on the contrary, it is increasingly relevant and necessary, joining a host of new feminine and feminist issues, as the brand proudly stands for.
Discover Anitta’s Hair Care Routine with Elseve Glycolic Gloss
Hair is exposed daily to factors such as pollution, UV rays, heat from styling tools, and chemicals in dyes and straighteners. A proper routine helps repair and protect the strands, restoring ultra gloss shine and combating porosity. Discover Anitta's step-by-step routine:
In the shower, she uses the Extra Gloss Shampoo and Gloss Sealing Conditioner. Next, she applies the Ultra Gloss Acidifier over the conditioner, rinses, and completes with the Anti-Porosity Treatment Cream. To finish, Anitta applies the Super Gloss Leave-In Cream and the Gloss Prolonging Elixir Serum.
Among her favorite products in the line, the artist highlights the Gloss Prolonging Elixir Serum, a shine-enhancing leave-in with UV filter that protects the hair from external agents, providing instant ultra gloss that lasts up to 72 hours, and the Ultra Gloss Acidifier, one of the highlights of the line formulated with 6% [Glycolic Acid Complex], which, in addition to helping detangle hair, provides fiber alignment and ultra gloss shine that lasts up to 6 washes.
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