AJ2 (art group) took part in L'Oréal's Brandstorm competition and developed an innovative hair care solution aimed at solving the problems of water consumption in industry.

Their proposal included a closed-loop shampoo station with a three-stage filtering and purification system, enriched with specific active ingredients such

as keratin and hyaluronic acid. They have also proposed a diversification for hairdressers with a subscription model for recharging active ingredients, targeting environmentally conscious consumers.

Our innovative approach is taking hair care a step further in the direction of environmental protection.

We finished as a finalist in the top 10 out of more than 5,000 entrants in the French edition, and presented our project to L'Oréal's world headquarters in front of the company's senior management.