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Stop Over-Cleansing: Show Your Colour Some Love with Pureology

Wednesday, 18 March 2015 14:24

With the “lived-in” hair look populating the fashion runways, there is now more reason than ever before to embrace a gentler cleansing alternative and stop over-cleansing the hair, which ultimately results in expedited colour fading and aggravated hair problems.

As experts of colourtreated hair of all types, Pureology is thrilled to introduce an entirely new way to cleanse hair with the targeted Cleansing Condition range, offering a shampoo-free way to cleanse all types of hair while preserving the integrity of the hair’s cuticle. Each of the three formulas combines a low-lather gentlecleansing base with rich conditioning ingredients for beautifully clean, healthy-looking hair.

Introduced into the existing Hydrate and Strength Cure systems, as well a sneak preview to the NEW! Smooth Perfection* system launching this September, the three new low-foam cleansing treatments gently cleanse the hair while simultaneously softening, improving elasticity and helping preserve colour. Customizable based on hair type, Pureology’s Cleansing Condition formulas are gentle enough to be used as few or as many times per week as desired without build-up, resulting in hair that is healthier than ever no matter the frequency of use.

A lot of women love that squeaky-clean feeling they get from shampooing every day, but when your hair is coloured, over-cleansing can actually damage the hair by drying it out and fading the colour,” says Ruth Roche, Pureology Artistic Ambassador. “By incorporating Pureology’s new Cleansing Condition into their routine, either as a daily cleanser or alternating with their existing shampoo and conditioner, women can still cleanse daily, but also nourish and restore their hair while treating existing hair concerns addressed in the Hydrate, Strength Cure and NEW! Smooth Perfection lines.”

Each formula features Pureology’s signature AntiFade Complex, a signature blend of Heliogenol, vitamins C and E and UV filter, as well as the same aromatherapy-inspired fragrances found in the three respective systems. The Cleansing Condition formulas include:

  1. Hydrate Cleansing Condition: For normal to dry colour-treated hair. Features rosemary extract to deeply nourish and soften.

  2. Strength Cure Cleansing Condition: For micro-scarred/damaged colour-treated hair. Features Pureology’s signature Asta-Repair™ to fortify and restore.

  3. NEW! Smooth Perfection Cleansing Condition* (launching in salons September 2015): For frizz-prone colour-treated hair. Features camellia oil to smooth and control frizz.

*The current range Super Smooth will re-launch as Smooth Perfection in salons nationwide in September 2015. The Smooth Perfection system will feature Shampoo, Condition, Lightweight Smoothing Lotion, Frizz-Fighting Serum, Intense Smooth Cream and Style Shaping Gel.

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