Our hair often endures many different processes from heat styling to hair coloring that results in damage. Colour treated hair especially may suffer from mechanical damage micro-scarred damage as a result of the penetration of colour pigments during processing. To combat damaged/micro-scarred colour-treated hair, Pureology introduced Strength Cure this month, a comprehensive reparative haircare system that improves hair strength and softness.
“Damage is a core issue for virtually all of my clients. From heat styling to colouring, their hair is really put through the ringer,” says Natasha Sunshine, Pureology Artistic Ambassador and owner of Pureology’s Flagship Salon, Byuti. “With Pureology’s NEW Strength Cure, I can see strength improvement, added softness and vibrancy immediately.”
The first of its kind, the system uses Asta-Repair™ to heal, strengthen, and protect hair from colour oxidation. Asta-Repair™ features Astaxanthin, one of the most powerful carotenoids, with up to 500x the an antioxidant action of Vitamin E that is 10x more powerful than beta carotene. Astaxanthin is coupled a unique AntiFade Complex, which helps to ensure colour preservation. Keravis, Ceramide and Arginine, are also included in the Asta-Repair™ system, and helps replace the depleted cysteine content inside the cortex, while also helping to heal the micro-scarred cuticle to restore a velvet touch.
Here is a list of the products available in the line:
Shampoo, $27 (8.5 oz)
Gentle formula cleanses and helps fortify hair with a soft finish.
Condition, $29 (8.5 oz)
Opulent formula instantly conditions and detangles, improving hair’s touch and light reflection.
Masque, $50 (5.2 oz)
Our lush conditioning masque intensely fortifies and helps reduce breakage for increased strength and shine.
Fabulous Lengths, $28 (3.4 oz)
Luxurious serum for micro-scarred/damaged colour-treated hair helps strengthen the hair fiber to help reduce breakage and bring softness to even the most breakage prone strands.
Split End Salve, $28 (1.7 oz)
Strengthening salve with high concentration of coconut oil penetrates the hair and coats the surface, softening and conditioning your most porous ends.
This fall, Pureology will be launching its new Fresh Approach, Dry Shampoo and Conditioner for color-treated hair. One of the leading causes for color fading is water abrasion, which can occur in a pool or even in your own shower. Pureology’s new line aims to combat this problem and extend the life of your hair color with a no-rinse cleansing collection that includes a dry shampoo and conditioner. When used twice a week in place of water cleansing for 10 weeks, the combo was shown to reduce color-stripping water abrasion by 40%, and extend hair color power by up to 4 weeks.
The unique, mineral-infused formula features the company’s proprietary AntiFade Complex® to refresh color-treated hair while Orange Oil adds a radiant, low-mattifying finish.
Both the shampoo and condition treatment will be available October 2013 in salons nationwide for $24 each. Please visit Pureology.com to learn more and find a salon near you.
On Thursday, January 31st, I had the opportunity to attend an event to learn more about Reviving Red, a new hair care line developed by Pureology for red and copper color-treated hair. People with red hair often contend with fading and color bleeding; this hair care line makes it possible for red and copper treated hair to last up to 30 washes. The system includes a unique blend of oils to nourish, illuminate, and protect the hair from free radical aggressors. Reviving Red also delivers lycopene, a powerful antioxidant found in tomatoes and other red fruits, to help prevent color bleeding. The line includes a shampoo, conditioner, Caring Oil, and most notably, a color-depositing conditioning treatment. To learn more about the Reviving Red hair care line, please click here.
Lately, I’ve been contemplating adding highlights to my hair. I have never had my hair dyed before, and decided that if this is something, I really want to do, then it should only be done by a professional. But, once I started researching different salons that could do the job, I was deterred because of the price. So here I sit with my lackluster hair, unwilling to splurge, but wanting this season’s hottest ombré hair trend.
However, my lusted-after highlights may not be as far away as I thought. Last week I attended an open house event at L’Oreal Professional Products Academy, located at 435 Hudson Street in the West Village, NYC. The Academy tests out the various new L’Oreal USA Professional Product brands such as Redken, Pureology, and Matrix, on hair models, who are the first to experience new salon services and treatments before they are offered to the public. Models receive salon services including color, styling, perms and straightening, to name a few, and it’s all for free.
The L’Oreal Professional Products Academy is currently recruiting hair models, both men and women, for testing of new services and treatments. In order to become a model one must:
- Attend a 15 minute evaluation and allergy test.
- Meet with a licensed cosmetologist to determine which salon services are right for your hair type.
- After completing the above two steps, participants will be scheduled for a free hair color, styling, relaxer, straightening, or treatment appointment.
L’Oreal Professional Products Academy, offers many perks, other than free salon services. Models receive free professional products to use at home and a 75% off pass to use at the L’Oreal Employee Company Store on hair, makeup, nail and skin care products. So what are you waiting for? Visit their Facebook Page or call (917) 606-9563 to get started, and be sure to pass on the news.