Pureology Introduces Fresh Approach, Dry Shampoo and Condition for Colour-Treated Hair

No water? No problem! Loss of pigment can occur anytime hair comes in contact with water, in fact, water abrasion – when the hair is exposed to extreme water saturation in the shower or bath – is the #1 cause of hair colour fade. To combat this, Pureology announces the launch of Fresh Approach Dry Shampoo and Condition specifically for colour-treated hair. These unique, mineral-infused formulas refresh colour-treated hair while adding a radiant, low-mattifying finish. Additionally, by using Fresh Approach every other day as opposed to water-based cleansing, you can successfully reduce water abrasion by 40%, save water and extend the life of your haircolour by up to 4 weeks

“Shine isn’t a word that’s normally associated with dry cleansing products, as they tend to have a mattifying finish when working to absorb oil,” says Steven Henley, Senior Director of Education Development for Pureology. “In developing Fresh Approach, we knew that shine is a top priority for consumers, especially those with colour-treated hair; consequently, shine was a top priority for this launch.”
DESCRIPTION:
Loss of pigment can occur anytime hair comes in contact with water. In fact, water abrasion, when the hair is exposed to extreme water saturation in the shower or bath, is the #1 cause of hair colour fade. To combat this, Pureology introduces a cleansing collection of dry shampoo and conditioner to extend the life of your haircolor.
These unique formulas—featuring a combination of Pure Minerals and our proprietary AntiFade Complex® –reduce colour-stripping water abrasion by 40% and extend colour-keeping power by up to 4 weeks1.
Technology Details:
Partnering Pureology’s signature AntiFadeComplex™ with orange oil and pure minerals, Fresh Approach Dry Shampoo and Condition provide antioxidant and UV protection, nourish and condition the hair while minimizing odor and weightlessly absorbing oil.
  •  AntiFade Complex® For Maximum Antioxidant Protection – Our proprietary potent mixture of antioxidants that have UVA/UVB full spectrum protection and include protecting ingredients such as Heliogenol and Vitamins C & E to maximize colour retention.
  • Obsidian and Smithsonite – Used throughout the colour cosmetics industry, these two minerals are used to minimize odor and weightlessly absorb moisture.
  •  Orange Oil – This essential oil deeply conditions and nourishes. Most importantly, it leaves hair with a vibrant, satin finish.

“Everyone knows that water is haircolour’s #1 enemy. With Pureology’s new Fresh Approach Dry Shampoo and Condition, my clients extend the life of their haircolour while nourishing their hair,” says Natasha Sunshine, Pureology Artistic Ambassador and owner of Byu-ti Hair Therapy, Pureology’s flagship salon. “I particularly love Fresh Approach as it offers a beautiful, satin finish while taking into account the needs of colour treated hair.”
AVAILABILITY: October 2013 in salons nationwide. Please visit Pureology.com for salons

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