The new range, Mizani, includes the first products to result from work at the facility. The brand was acquired by the group in 1998 and will mark the brand's European debut, as it will be sold in France.
The range will include relaxers, conditioners and styling lines and will be marketed by L'Oreal on a salon-by-salon basis, focusing on high-end outlets.
L'Oreal recently announced it is gearing up to review its 拢1 billion global media account, shared by Publicis and Interpublic Group.
Globally, L'Oreal is one of the world's ten biggest marketers, with an adspend in excess of $1.6bn. It uses Beyonce as its international brand spokeswoman.
Last year, it hired the TV presenter Davina McCall to front a 拢7m campaign, by Publicis, for the hair colourant Garnier Nutrisse Cream in the UK.
The global creative account is shared by Publicis and McCann Erickson.
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