Salerm Cosmetics has celebrated the 30th anniversary of Salerm 21, one of the most iconic and recognized ranges both of the brand, and of professional hairdressing together with actress María Castro, new image of the brand's campaign.
After three decades since its launch, Salerm 21 has consolidated itself as one of the most recognized hair hydration, repair, and protection treatments in the professional sector. Over the years, it has evolved to become a true global benchmark for professional hair treatment, and is currently present in more than 500,000 beauty salons and in more than 54 countries, reaffirming its international leadership. In these three decades, more than 35 million units have been sold worldwide and an average of more than 7 units every minute.
Salerm 21 became an iconic product and this has resulted in a complete family that responds to all hair needs: cleansing, nutrition, repair, frizz control, thermal protection, sun protection and final shine.
Ana Ribes, president of the Fundación Víctor Martínez Vicario and vice-president of VMV Cosmetic Group, has shared what this product has meant for the company and the sector: “Salerm 21 was born from the constant concern of my husband, Víctor Martínez Vicario, to innovate and advance in new technologies applied to hair care. He sought to develop a mask that did not require rinsing and that would facilitate the work of professionals, optimizing time without sacrificing effectiveness. Thus was born a revolutionary product that, moreover, could be applied to both wet and dry hair. Throughout the years we have always been very careful to keep its essence intact, because Salerm 21 has become an iconic product for generations of professionals and consumers. Its formula, its aroma, and its results are part of the brand's identity and reflect our constant commitment to innovation, quality, and hair care.”
One of the factors that has led Salerm 21 to success has been its advanced formula based on natural silk proteins and encapsulated provitamins.
Ramón Martínez, director of Laboratory, R&D&i and Operations of VMV Cosmetic Group has explained: “One of the keys to Salerm 21's success has been its ability to combine innovation and effectiveness for more than 30 years. The formula incorporated from its beginnings provitamin B5 encapsulation technology, something very innovative at that time, which allowed protecting the active ingredient and keeping all its properties intact over time. Furthermore, this system manages to distribute the provitamin homogeneously over the hair fiber, improving softness and care. Over the years we have continued perfecting the formula and manufacturing processes with our own technology developed in our laboratories, maintaining intact the DNA of Salerm 21 and adapting the product family to the new needs of the consumer, as is now happening with the launch of Salerm 21 Thermal Protector.”