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TABLE OF CONTENTS Classic Products The Foundation of Moroccanoil Hair Care Body Products The Foundation of Moroccanoil Body Care New Products Upcoming Additions to Moroccanoil Hair and Body Ideas & Tips Professional Hair Styling Video Tutorials with Moroccanoil Spring Fashion Week The Designers and Models Styling with Moroccanoil Feature on Moroccanoil’s Leading Lady, Carmen Tal Star Shine The Celebs Who Adore Moroccanoil Q&A with Moroccanoil’s Artistic Director, Antonio Corral Calero Behind the Brand The History of Moroccanoil
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THE FOUNDATION OF MOROCCANOIL HAIR CARE
MOROCCANOIL TREATMENT A versatile, nourishing and residue-free formula that can be used as a conditioning, styling and finishing tool. It blends perfectly with other products and even speeds up drying time. This treatment for hair completely transforms and repairs as its formula transports lost proteins for strength; fatty acids, omega-3 oils and vitamins for shine; and antioxidants for protection. It absorbs instantly to fill gaps in hair created by heat, styling and environmental damage.
HOW TO USE Apply 1–2 pumps of MoroccanoilŽ Treatment to clean, towel-dried hair, from mid-length to ends. Blow-dry or let dry naturally. Apply on dry hair to tame flyaways or condition split ends.
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QUICK TIP Mix a few drops of Moroccanoil Treatment with Moroccanoil Intense Hydrating Mask, Weightless Hydrating Mask or Restorative Hair Mask for added nourishment.
SMOOTHING SHAMPOO
SMOOTHING CONDITIONER
For unruly and frizzy hair
For unruly and frizzy hair
Moroccanoil® A gentle cleansing formula for unruly and frizzy hair. Moroccanoil® Smoothing Shampoo, featuring proprietary AminoRenew™ ingredient, restores depleted amino acids to strengthen and align hair’s natural keratin structure. Infused with argan oil and argan butter for smooth, healthy-looking, calm and manageable hair.
A gentle conditioning and detangling formula for unruly and frizzy hair. Moroccanoil® Smoothing Conditioner, featuring proprietary AminoRenew™ ingredient, restores depleted amino acids to strengthen and align hair’s natural keratin structure. Strands are instantly nourished with antioxidant argan oil and argan butter, leaving hair smooth, healthy-looking, calm and manageable.
When used with Moroccanoil Smoothing Conditioner, results can last up to 72 hours. CLICK TO BUY
When used with Moroccanoil Smoothing Shampoo, results can last up to 72 hours. CLICK TO BUY
REPAIR ESSENTIALS Restore and revive weakened hair with Repair Essentials. This collection features nourishing argan oil, reparative keratin and fatty acids that condition and repair, leaving hair strong, lustrous and more manageable. CLICK TO BUY
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PROFESSIONAL TUTORIALS MOROCCANOIL HAIR CARE
HOW TO CREATE A MESSY UPDO
THE PRODUCTS & INSTRUCTIONS
Extra Volume Shampoo and Conditioner, Moroccanoil Treatment Light
Boar Bristle Round Brush, Volumizing Mousse, MO2000 Professional Series Tourmaline Ceramic Hair Dryer
Boar Bristle Teasing Brush, Luminous Hair Spray Strong, Boar Bristle Brush
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1. CLEANSE & FOUNDATION
• Cleanse with Extra Volume Shampoo and Conditioner
• Use a couple drops of Moroccanoil Treatment Light, emulsify in hands and apply thoroughly
• Shake Volumizing Mousse well then evenly distrubute palm-sized amount
• Blow Dry 1-2 inch sections from the top, working back (using Boar Bristle Round Brush)
• Use the Boar Bristle Teasing Brush to lightly back brush roots in each section, use
Luminous Hair Spray Strong then lightly blend sections with hands
2. COMB HAIR BACK & SECURE
• Use the Boar Bristle Teasing Brush to pull back one side of the hair to the back of the
head, spray Luminous Hairspray Strong.
• Use bobby pins from the nape to the crown to hold hair loosely back.
• Use your fingers to pull out piecesaround the face
• Repeat on the other side, roll ends of hair to cover bobby pins
• Use hair pins to secure into position and fingers to pull into place orloosen where necessary
3. FINISHING
Use additional Luminous Hairspray Strong for added support
MORE IDEAS & TIPS HERE!
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CONFIDENCE FR AYED BY DA M AGED HAIR. IT’S A STORY FAMILIAR TO WOMEN AROUND THE WORLD. MOROCCANOIL F O U N D E R C A R M E N TA L WA S THOUSANDS OF MILES FROM HOME WHEN TROUBLE WITH BRITTLE HAIR LED HER TO DISCOVER A REJUVENATING, R ARE OIL BLEND. OIL HAD BEEN DISMISSED BY THE BEAUTY INDUSTRY, BUT CARMEN IGNORED THE SKEPTICS AND DEVOTED HERSELF TO PERFECTING A NUTRITIVE HAIR TREATMENT INSPIRED BY HER EXPERIENCE. HER CONVICTION LAUNCHED A GLOBAL PHENOMENON. THE
ORIGINAL
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TREATMENT NOW SITS AT THE HEART OF A FAMILY OF PRODUCTS CREATED BY CARMEN AND THE PASSIONATE TEAM WHO SHARE HER VISION. TOGETHER, WE’VE INTRODUCED SMOOTH, SHINY AND MANAGEABLE HAIR TO MILLIONS OF BEAUTIFUL WOMEN.
A V A I L A B L E I N S A LO N S W O R L D W I D E
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Meet Moroccanoil’s Leading Lady BY VISHAKA ROBINSON
C
hilean-born Carmen Tal’s journey from Montreal salon owner to the head of a multimillion-dollar global beauty has been nothing short of stratospheric. Six years ago she launched a single hair treatment; now a glut of new products are on her immediate horizon, including a line of 12 luxury body care products debuting in 2012. Her story starts in the inauspicious setting of a now shuttered Tel Aviv hair salon. Having had a disastrous color treatment—“my highlights were orange, and in order to fix them the hairdresser used a permanent black dye; the condition was shot”—but unwilling to have her hair chopped short, Tal opted for an argan
oil treatment. The instantaneous results converted Tal, and less than a year later, in partnership with her now ex-husband (who is still the financial whiz of the company), they bought the fledgling Israeli company that imported argan oil from Morocco. The premise was simple: to bring this under-theradar ingredient (a byproduct of the argan nut, which is known as a potent antioxidant, rich in essential fatty acids) to the US. Keeping things streamlined, Tal started her brand with just one product, Moroccanoil Treatment, a glossy argan-oil-infused hair unction that quickly became salon shorthand for smooth, shiny locks. Today Tal concedes there are few limits to her
Tal discusses the brand’s next campaign with creative director Antonio Corral Calero. Tal’s office is minimalist and uncluttered.
ambitions. “But we don’t launch things because everyone else is doing it,” she states. “We respond to what our customers want.” The company’s move into luxury body care, says Tal, is the result of nagging from brand-fans rather than market research. But the story actually goes back further. Tal had cut her teeth in high-profile management roles in the fashion industry before taking a career hiatus to have her three children, now 12, 15, and 17. Rather than return to the corporate world, she took an entrepreneurial gamble, opening U, a small local hair salon, with a close friend. “It was such a learning curve,” says Tal of running a small business, “but it struck me that there was this incredible relationship of trust between a stylist and a client, that this was the perfect place to sell products.” It was just a matter of time before the right idea fell into her lap. “I was searching,” admits Tal, adding that her intuition is what motivates the majority of her decisions. “When I had that treatment I knew instinctively that this would work, that I had to bring it home. Everyone told me all the reasons why it was a flawed plan, that it was too crowded a market. Even
my husband took months to persuade (he’s the Hebrew speaker, so I needed him to push the deal through), but I can be a hardheaded woman when my gut tells me something is right.” Having grown her team from less than 10 to about 300 in six years, Tal says that internal structural issues have been the biggest concern. “The worldwide nature of our business means that we have people spread across the globe. So bringing everyone together is a challenge.” She’s clearly succeeding. There’s an industrious, family atmosphere in her third-floor marketing headquarters a short stroll from Central Park. Drawings by her 12-yearold daughter, Ariel, pronounce, “This is the best office ever!” Scented candles, which test their fragrances, create a soothing atmosphere in her corner office, and the whole place has been given a glamorous revamp courtesy of Daun Curry, the interior designer who remodeled Tal’s Upper East Side apartment when she first moved from Canada to Manhattan two years ago. “We wanted to have a beautiful office,” says Tal. So Curry set about creating a “modern palace” befitting the brand’s runaway success: filling cabinets with vibrant Blenko glass bottles; creating a voluminous Swarovski crystal-laced chandelier with 4,000 feet of jewelry chains; and lining floors with a mix of Calcutta gold marble and wide rustic wooden planks. Of her five- and 10-year plans, Tal shrugs laughing. “I honestly don’t really know!” Just like a trusted hairstylist— she’s waiting to hear what her customers ask for.
“I can be a hardheaded woman when my gut tells me something is right.” CARMEN TAL
F I N D A L O C AT I O N
Click here to visit our website to find authorized salon, spas, and retailers that carry Moroccanoil products as well as stylists that are trained to effectively use products for your hair type.
ANTONIO CORRAL CALERO
MOROCCANOIL ARTISTIC DIRECTOR The first question will go right here? His first answer can be found here.Loribea consedi ommodite sume nossi si nonsereius non cusam, nonest unture dit est, solupie ntiisse pratem. Optate porem ut minvel idiata voleste
The second question will go right here? His second answer can be found here.Loribea consedi ommodite sume nossi si nonsereius non cusam, nonest unture dit est, solupie ntiisse pratem. Optate porem ut minvel idiata voleste
The third question will go right here? His third answer can be found here.Loribea consedi ommodite sume nossi si nonsereius non cusam, nonest unture dit est, solupie ntiisse pratem. Optate porem ut minvel idiata voleste
The fourth question will go right here? His fourth answer can be found here.Loribea consedi ommodite sume nossi si nonsereius non cusam, nonest unture dit est, solupie ntiisse pratem. Optate porem ut minvel idiata voleste
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