Strong and Soft. Inside and Out.
Pureology Introduces StrengthCure TM, Repairing Cure for Micro-Scarred/Damaged, Colour-Treated Hair
Pureology knows that 74% of women who visit a salon cite damage as one of their key complaints[i]. Colour treated hair not only endures mechanical damage, but also micro-scarred damage resulting from the penetration of colour pigments during processing. To combat damaged/micro-scarred colour-treated hair, Pureology is excited to introduce Strength Cure, the first comprehensive reparative haircare system that can be customized to ensure the perfect balance of internal strength and velvety softness. In fact, 97% saw improved hair strength after only one use[ii]!
The Strength Cure system uses Asta-Repair™ to heal, strengthen, and protect from colour oxidation. Asta-Repair™ features, Astaxanthin, the ultimate nature-derived antioxidant, coupled with our unique AntiFade Complex***[iii], which helps to ensure colour preservation, even in the weakest hair fibers. Astaxanthin is one of the most powerful carotenoids, with up to 500x the antioxidant action of Vitamin E, and 10x more powerful than beta carotene. Keravis, Ceramide and Arginine, also found in the Asta-Repair™ system, help replace the depleted cysteine content inside the cortex, while also helping to heal the micro-scarred cuticle to restore a velvet touch.
The fully customizable system includes products that will help cover all needs from gently detangling to fortifying mid-lengths and mending split ends.
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.
[i] Source: Top 10 Study, France, USA. Brazil, China, India & Japan.
[ii] Based on brushing test after one use of Strength Cure Shampoo, Condition, and Split End Salve.
[iii] Exclusive blend of potent antioxidants and full spectrum UVA/UVB sunscreens including Heliogenol, plus Vitamins C & E
Please find the press release and fact sheet here.
Available: March 2014
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