L’Oreal Paris is importing its popular European hair care line, Elseve, to the U.S. market under a new name to target the legions of women with damaged hair. Elvive Hair Care takes into account that nearly eight in 10 U.S. women experience some type of hair damage – whether from heat tools, color processing or dryness – and that three in 10 are unsatisfied with the current products they are using to solve for damage.

“Elseve has been the number-one hair care brand in Europe and leader in treatments since 1971,” said Tim Coolican, President, L’Oréal Paris USA. The collections within the Elvive hair care line target damaged, dry and color-treated hair. Total Repair 5 is designed for damaged hair; Extraordinary Oil is designed for dry and undernourished hair; Color Vibrancy is designed for color-treated hair. The newest item to join the Total Repair 5 line is Protein Recharge Leave-InConditioner, which helps combat breakage with a revolutionary formula containing almond and protein. It offers 450-degree heat protection and recharges the hair fiber to help prevent damage and strengthen hair. Hair is left 15 times stronger with 97 percent less breakage.

Playing on the brand’s “preventative and rejuvenating” positioning, L’Oreal Paris is launching “Comeback,” an integrated campaign that celebrates the fact that hair can make a comeback from damage. The campaign stars Golden Globe award-winning actress Winona Ryder, along with L’Oréal Paris spokeswomen, actress Aja Naomi King and singer-songwriter Camila Cabello, all of whom have their own unique hair comeback stories. The first part of the “Comeback” social, digital, print and television campaign will air as a commercial this weekend.

Elvive is available at mass, food and drug nationwide beginning January 2018. All Elvive shampoos and conditioners have a suggested retail price of $4.99 and all treatments have a suggested retail price of $6.99.