John Frieda Violet Crush Purple Shampoo

Hyaluronic acid is a classic ingredient, traditionally known in skincare for its highly hydrating properties. When it comes to hair care, we have slightly twisted it, to create a formulation containing optimized high and low molecular weight hyaluronic acids, which not only hydrates your hair, but also works to reduce frizz, brittleness and protect it against pollution. Lack of hydration in the hair can be caused by a number of things, including over washing, water temperature being too high, using heated tools without heat protection or humidity. When your hair becomes dry, the hair cuticle is rough and open, causing hair to lose moisture and become frizzy. STYLING TIPS & TRICKS: "Best product for all hair types is the Hyaluronic Acid hair treatment as it moisturises, smoothes and protects EVERY texture. It’s easy to use and the application is very straight forward. Distribute evenly from roots to tips into towel dry hair before adding any other styling products so it can function as a styling base. Whatever your hairstyle this product will help to keep hydration levels up throughout the day" Bjorn Krischker - Session Hair Stylist & Men's Groomer KEY CLAIMS: *83% agreed that their hair looked less frizzy after 4 weeks of use. A few words from consumer who have tested our product: "I liked that it was easy to apply. I could tell that it really helped control the frizz. I liked that it had no aroma so didn't clash with shampoo or conditioner smell" "My curly hair fell into curls more easily rather than frizz. because I used this, I used a quarter of the amount of curly mousse that I usually use. even without mousse my hair fell into soft curls. excellent product - I would use this all the time" "I loved the way it made my hair so shiny and smooth! I got quite a few comments on how shinny and healthy my hair looked. it was so easy to use; I would definitely buy this product!" KEY INGREDIENTS:

• 2% RESISTHYAL™**
• 1% BETAINE
• 1% PANTHENOL

**Based on consumer testing on 51 participants formula containing 2% RESISTHYAL™ ***Resisthyal™ is a trademark of Givaudan and is used with permission.

The causes of dry and brittle hair can be numerous, from chemical treatments, bleaching, excessive heat styling, diet, sun damage or simply your hair texture and type. Dry hair can show signs of frizziness, split ends and breakage. To address these concerns we have created a unique formualtion resulting in a non-greasy oil that helps to hydrate and nourish dry and brittle hair. The end result? Moistured, shiny and protected hair from first use! Traditionally associated with products for coily and kinky hair, we have tweaked the classic ingredients in this product (Shea and Jojoba) to create a formulation that won't weigh your hair down, won't leave a residue on the hair and is suitable for all hair types. STYLING TIPS & TRICKS: "Hair needs moisture to look and feel great, Shea Oil is one of the potent humectant ingredients which penetrates deep into the cortex of the hair, drawing and sealing hydration within its shaft, protecting the hair for external extremities. The everyday environment can deplete the vital hydration from Afro hair. Finding ways to lock moisture into the hair is essential, Shea Oil has the effects of attaching water to itself and sealing it in. With regular use, the hair will be soft, tangle-free and protected. Shea light is perfect for all types of kinks and coils. Ideal if your hair is fine and low in density - one pump in your existing products with help lock hydration into the hair or if your hair is thirsty and needs extra love, a couple of pumps will super-boost the moisture levels in your hair, control frizz and adding extra shine" Kevin Fortune - Hair & Make-up Artist - K.F. Hair Styling Academy KEY CLAIMS Multitasking non-greasy oil Helps to give shine, moisturize and protect hair instanstly KEY INGREDIENTS

• 10% LIPEX SHEALIGHT ™ *
• 5% JOJOBA OIL

*Lipex  SheaLight ™ is a trademark of AAK Personal Care and is used with permission.

Exfoliating the scalp is vital to remove dead skin and product build up and give the roots the chance to thrive and lift versus being weighed  down. It's a common mistake to think that a flaky  and itchy  scalp is caused by a dry scalp. In almost all cases, a dry flaky scalp is caused  by over production of oil by the sebaceous gland located near the hair follicles. To tackle itchiness, flakiness and excessive oil build up, we have created a lightweight serum which combines 3 key ingredients.   Salicylic Acid works to remove the build-up through gently exfoliating the scalp, and similarly to its role in skincare, it also helps to  balance  oil levels  production.  The two other ingredients,  FLUIDIPURE™ 8G   and PANTHENOL respectively  help to reduce scalp’s redness and to hydrate and moisturize hair. " Top tip for summer hair health: Scalp health is the new buzz word when it comes to hair health. Skin is skin no matter what part of the body, and attention must be given to the skin on top of your head. Salicylic Acid Exfoliating Hair Treatment will re-balance and energise this neglected part giving you and a firm foundation for healthy hair" Kevin Fortune - Hair & Make-up Artist - K.F. Hair Styling Academy KEY CLAIMS 100% of respondents felt their scalp and hair was less oily* KEY INGREDIENTS

• 2% SALICYLIC ACID
• 2.5% FLUIDIPURE™ 8G
• 1% PANTHENOL

*After 28 days of use, 100% of respondents felt their scalp and hair was less oily