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Sebastian Soars with Volupt Collection



A new line of volumizing hair products consists of a shampoo, conditioner and styling spray that is designed to provide up to 75% more volume.



By Lisa Durr, Assistant Editor



Published October 31, 2009
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Sebastian Soars with Volupt Collection

Sebastian Professional and P&G Salon Professionals celebrated the unveiling of their new Volupt Collection of hair care products with a launch party in New York and a performance from the cast of Fuerza Bruta. The new line of volumizing hair products consists of a shampoo, conditioner and styling spray that is designed to provide up to 75% more volume compared to untreated hair, and will be the first professional brand to simultaneously offer softness and volume.

Haircut Demo

Reuben Carranza, director of P&G Salon Professional North America, presented this new product line along side Dr. Steve Shiel, director at P&G Global Beauty Care Scientific Communications, and the Sebastian Stylist Design Team members, Janine Jarman and Thomas Dunkin.
 

Sebastian visionary and Fuerza Bruta aerialist, Rose Mallare.
“Volume is the second most desired attribute for hair from a consumer standpoint, only after healthy hair,” says Mr. Carranza.

Sebastian Professional Haircut

However, stylists and consumers often complain that you can’t have volume without sacrificing softness. Sebastian’s Volupt collection aims to provide stylists and consumers with new products that can help them achieve the volume they crave, while maintaining a soft, flexible and versatile look.

In the past, volume was achieved through two different methods: friction and film. Using friction, either by backcombing or using products with roughening polymers, hair was made stiff and course, thus having the potential to cause long-term damage over time. Using a product with film allows the hair follicles to interact and bond together, but with this kind of fixative women run the risk of having stiff, “helmet-like” hair.

Sebastian’s Volupt shampoo, conditioner and spray-gel will be available in salons nationwide February 2010.
Aerial Pool
Rose Dance
According to Dr. Steve Sheil, director of P&G Global Beauty Care Scientific Communications, the new “Cushion Particle Technology” used by the Volupt product line rely on the fusion of two different types of polymers, Sipernate and Microthene, to create soft, touchable volume. The small Sipernate particles ossess a micro-rough surface that acts as an adherent. The large Microthene polymers are rounder particles that cushion and lift the hair. Together, these two elements allows for full, voluminous hair, without stiffness.

To embody the strength and femininity of the Volupt line, Sebastian has partnered with the performer and aerialist, Rose Mallare, of the cast of the hit show Fuerza Bruta. Mallare described the women of Fuerza Bruta “showing off their femininity, that’s not only soft, but also fearless and bold,” much like the powerful, yet soft Volupt products. Fuerza Bruta features highflying aerialist stunts, exhilarating dance, and interactive elements that make the performance truly unforgettable.
Attendees at the Volupt launch party had an opportunity to experience this bold femininity first hand. Models and stylists displayed the effects of Volupt’s impressive volume, and the audience experienced the cast of Fuerza Bruta soaring to new heights within the Daryl Roth Theater in New York.

Look for Sebastian’s Volupt Collection in salons beginning February 2010.


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