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Pureology Reformulates Pure Volume System

May 21, 2013

Also adds Instant Levitation Mist to collection.

Pureology revamped its popular Pure Volume system with lighter-weight formulas that maximize volume for fine, color-treated hair, according to the company. It also rolled out a new Instant Levitation Mist, a breakthrough heat-protective spray that weightlessly elevates fine color-treated hair for 24 hours of volume.

“Many of my clients with fine or flat hair come into the salon looking for new ways to add volume and body without leaving hair sticky, and stripping their color,” says Natasha Sunshine, Pureology artistic ambassador and owner of Pureology’s flagship salon, Byuti. “The reformulated Pure Volume line addresses the specific needs of fine and flat hair by increasing density and reducing breakage while preserving my clients’ beautiful color.”  

The reformulated Pure Volume system features Pureology’s AntiFadeComplex to neutralize free radical damage and maximize color retention, while fortifying wheat protein and refreshing eucalyptus help stimulate the scalp and add shine. Flexible thickeners weightlessly elevate fine color treated hair and add fullness and body to the hair.  The Pure Volume system features a fragrance of apple, citrus, blackcurrant and amber notes.

This system includes a full range of products that are designed to offer color protection and magnificent volume while infusing hair with lightweight moisture.

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