Peak oil

Moroccanoil launched in Auckland today with its ambassador Andrea Garvey, Senior Brand Manager for America’s West Coast sharing the miraculous hydration qualities of the Argan Oil from Morocco to hair dressing industry leaders over coffee at the Hilton.

Manufactured in Israel close to its source, Argan Oil comes from Morocco from a tree inhabited by goats who eat the olive-like fruit and spit out the nuts. 

These nuts are harvested under Free Trade by a local women's coalition and the almond-shaped kernels inside hand-ground into oil. It takes 20 hours to make a litre of oil, using community-focused, sustainable eco-farming. 

The oil has been used for centuries for psoriasis, dry scalp, and other conditions as it is antioxidant-rich and contains EFAs. They even drizzle it on their food there and use it for many healing purposes.

Below: goats climbing an Argan tree.



When Moroccanoil’s founder and owner, Carmen Tal, had a bad hair colour she went to a salon in Israel that used Argan Oil and completely redeemed her damaged hair to a point where she was speechless and promptly became quite evangelical about spreading the word, selling it using her assistant and personal trainer!

Now, it is stocked in top salons and used at fashion weeks and by industry pros around the world.

Andrea played a video of New York Fashion Week with hair stylists praising the hair treatment giving rave reviews. Charles Lord said the hairspray is "fabulous" for shine but also gives a hold. Caroline Herrera says it's ideal for women who want to be "spring and summer, as it makes hair so soft."

The oil does not coat the hair like silicones do. It goes into the cuticle and conditions.

"We compare it to Botox" Andrea says. "It gives a result right away. Women want an instant result."

Clients will feel a change in the quality of their hair. It speeds up blowdry time by 40% and makes it easier to style. It's a thermoprotectant, a UV protectant, and can be mixed with colourants to lessen the harmful effects of chemicals. Men love using it to soften their beards before shaving.

Below: Paul Serville and Emma Foley at the launch.

So, how is Moroccanoil used in the salon? First and foremost, use it on clients straight out of the basin, on towel-dried hair, before blow-drying. Secondly, put it into colouring. It will even out blonde tonality and prolong the colour of hair. Actress Debra Messing swears by it for her trademark red hair colour. Thirdly, use it for finishing and styling with Moroccanoil Intense Curl Cream, Hydrating Styling Cream, Intense Hydrating Mask, Restorative Hair Mask, and Moisture Repair Shampoo and Conditioner. After styling, set and add shine with Glimmer Shine Spray.

Below: the range includes shampoo, conditioners and styling products. The oil will be the first in the range to be available here in New Zealand, retailing at approx $60 for 100ml bottle. For stockists enquiries contact sales@davinesnz.co.nz

By Megan Robinson, 25 February 2010.