L’Oréal Paris is launching a new hair care line in the U.S. for damaged hair, Elvive. Elvie The has been the #1 hair care brand in Europe since 1971.

For the ad campaign, the brand has recruited actress Winona Ryder along with two of its spokeswomen, actress Aja Naomi King and singer-songwriter Camila Cabello. 

The campaign is called, “Celebrating the Power of a Hair Comeback,” which also references Ryder coming back to television in the series, Stranger Things. King and Cabello have “comeback” stories as well, the brand says. Created by McCann New York and directed by Roman Coppola, the “Comeback” campaign will live on social, digital and in print media throughout the following months. The first commercial will air this weekend.

Tim Coolican, President, L’Oréal Paris USA, comments, “We are thrilled to now bring the hair care line to the U.S. under the Elvive name with focused positioning that speaks to the 80 percent of U.S. women who are experiencing hair damage daily.”

About Elvive

Elvive includes product lines for damaged, dry and color-treated hair. The hair care line is focused on treatments, supported by tailored shampoos and conditioners to complete the regimen. It includes Total Repair 5, Extraordinary Oil, Color Vibrancy, and the new Protein Recharge Leave-In Conditioner.

The packaging, shown above, is eye-catching on shelf, with black bottles and tottles paired with translucent gold flip-top caps. The line also includes gold tubes and jars, with stylish matte black caps. 

Elvive products are 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.