22 May 2024

Pureology’s new Fresh Approach™ combats color fade

Loss of pigment can occur at anytime hair comes in contact with water. Water abrasion, when hair is exposed to extreme water saturation in the shower or bath, is the #1 cause of hair color fade.

To combat this, Pureology has introduced Fresh Approach™ a cleansing collection of dry shampoo and conditioner to extend the vibrancy of your hair color.

These unique formulas created by Pureology feature a combination of Pure Minerals and their proprietary AntiFade Complex® – reducing color-stripping water abrasion by 40% and extending color-keeping power by up to 4 weeks. The AntiFade Complex® is used for maximum antioxidant protection. The proprietary mixture used has UVA/UVB full spectrum protection and includes protective ingredients such as Heliogenol and Vitamins C & E to maximize color retention. Pure minerals of Obsidian and Smithsonite are used to minimize odor while weightlessly absorbing moisture. Orange oil is also in the formula which deeply conditions and nourishes hair and leaves hair with a satin shine.

The Fresh Approach ™ Dry Shampoo instantly refreshes and cleanses for a satin finish. It’s great for all hair types and an ideal product to help control oiliness during the day from roots to ends, or the next day after water-cleansing. The Fresh Approach ™ Dry Conditioner lightly restores softness while adding shine, and managing frizz. It’s also for all hair types and ideal for dry, undisciplined hair in need of moisture.

When using both products your hair’s oil is absorbed at the roots providing softness, condition, and a sleek shine.


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