Next level colour care is how Kevin Murphy describes his new launch EVERLASTING.COLOUR which aims to balance science, technology and nature. We’re very respectful of how Kevin himself has always championed nature and sustainability – his name was one of the first we associated with a serious and in-depth consideration of environmental impact from hairdressing services. So we’re listening intently to the details of this reveal.
Kevin’s promise
EVERLASTING.COLOUR is a compact range of products which are colour-locking, weightless formulas with an acidic pH that protects against colour loss while giving you all of the benefits you have come to expect, says Kevin. He continues… these are perfect for chemically treated hair, due to new scientific and natural innovations, it is now possible to engineer more efficacious formulas in colour maintenance. As a direct result of these innovations we have created a new regimen that goes a step above colour safe. Think of it as a colour preserving, enhancing and protecting line.
The line-up includes:
EVERLASTING.COLOUR Wash has pH sealing technology and a sulphate-free formula to close the cuticle for shine and lock in colour while protecting hair strands from hard water mineral accumulation to guarantee shine.
EVERLASTING.COLOUR Rinse forms a protective layer that guards against colour loss and environmental stressors. pH balancing helps to create shine and improve the condition of the hair, its softness and hydration, while reducing damage
EVERLASTING.COLOUR Leave-In spray treats hair from the inside building strength to increate hair resistance for improved, stronger and healthier hair. It preserves colour vibrancy and protects hair from environmental stressors while nourishing, hydrating and repairing.
EVERLASTING.COLOUR Treatment is a shot of treatment to protect against colour fading, enhance shine, vibrancy and radiance. It builds strength from within for a boost of colour protection and resilience.
Need to know…
This is a range of colour-preserving products formulated to restore and strengthen chemically-treated hair, and extend the vibrancy and shine of hair colour over time. Used as an entire regimen, the claim is that they help to support the scalp’s natural microbiome, assistings in halting mineral build-up from hard water, as well as protecting against the colour-deviations created by environmental aggressors such as oxidants, free radicals and UVA/UVB exposure. Resulting in a formula that repairs, protects hair from pollution and ensures longer-lasting colour.
A striking ad campaign bears a strapline which sums up the proposition beautifully:
A new line with advanced bond building technology that will strengthen, nourish and add shine to hair while protecting against colour fade.
We’re sold!
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