Online Exclusives

Sebastian Soars with Volupt Collection

By Lisa Durr, Assistant Editor | October 31, 2009

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.

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.
blog comments powered by Disqus
  • Sustainability is Omnipresent

    Sustainability is Omnipresent

    Christine Esposito , Associate Editor||July 1, 2016
    Industry stakeholders convene in New York City for Organic Monitor’s annual event

  • Perceived Perfection

    Perceived Perfection

    Christine Esposito, Associate Editor||July 1, 2016
    From primers to pressed powders, facial cosmetics help create the illusion of a flawless complexion.

  • Preserve & Serve

    Preserve & Serve

    Melissa Meisel , Associate Editor||July 1, 2016
    Suppliers with innovative preservatives provide staying power for formulations.

  • Patent Update

    Patent Update

    July 28, 2016
    Three-layered hair product from Lauder, palm oil extracts for wrinkle treatment and more in recently awarded patents.

  • Pushin’ the Cushion

    Pushin’ the Cushion

    Christine Esposito, Associate Editor||July 26, 2016
    AmorePacific, the creator of the cushion compact, continues to improve its unique product.

  • Cozy Makes a Splash

    Cozy Makes a Splash

    Melissa Meisel, Associate Editor||July 25, 2016
    Expands reach in CVS and introduces new collection.

  • Senior Skin Care

    Senior Skin Care

    Christine Esposito, Associate Editor||July 19, 2016
    McCord Research and Product Quest Manufacturing roll out new hospital-grade skin care kits for seniors to use at home.

  • Naterra Expands Tree Hut Range

    Naterra Expands Tree Hut Range

    Melissa Meisel, Associate Editor||July 18, 2016
    New ‘Bare’ collection is out now.

  • An Antioxidant Arsenal

    An Antioxidant Arsenal

    July 11, 2016
    BioRewind is Dermarché Labs' new anti-aging regimen that delivers broad-spectrum antioxidant protection against free radicals

  • Enter Éclair

    Enter Éclair

    Christine Esposito, Associate Editor||July 5, 2016
    A new naturals line rolls out in Rite Aid stores nationwide.

  • Patent Update

    Patent Update

    June 30, 2016
    J&J's anti-aging patent, LVMH and cannabis essential oil, transdermal botulinum toxins and more in recent patent news.

  • Start Stuffing The Ballot Box (Again)!

    Start Stuffing The Ballot Box (Again)!

    June 28, 2016
    Vote on the finalists in Happi's reader's choice Anti-Aging Product of the Year contest!

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • The Future of Innovation

    The Future of Innovation

    Nancy Jeffries, Contributing Editor||June 27, 2016
    Fashion Institute of Technology graduate students tackle a far-reaching topic for their Capstone project.

  • Henkel Grabs the Sun

    Henkel Grabs the Sun

    Ian Bell, Euromonitor International||June 24, 2016
    Euromonitor's Ian Bell on the impact the purchase will have on the US detergent industry.

  • To The Max

    To The Max

    Melissa Meisel, Associate Editor||June 20, 2016
    Velvet 59 is on the rise at locations like Ricky’s NYC.

  • Problems for Preservatives

    Problems for Preservatives

    June 20, 2016
    David Steinberg details the issues surrounding this critical ingredient category.

  • You’re So Sensitive!

    You’re So Sensitive!

    June 13, 2016
    P&G teaches dermatologists a thing or two about common skin maladies—and some common household chores to boot!

  • Voyage to Better Skin

    Voyage to Better Skin

    June 13, 2016
    Skin Inc. rolls out new light-based device to US market.

  • Patent Update

    Patent Update

    June 9, 2016
    Avon’s use of melicope extract, skin care with SPF and chicory root, microdermabrasion cream and more in recent patents.

  • What’s New at Bath & Body Works?

    What’s New at Bath & Body Works?

    Melissa Meisel, Associate Editor||June 6, 2016
    Tropical scents are leading the way this season so far.

  • Exploring Green in Vegas

    Exploring Green in Vegas

    Christine Esposito, Associate Editor||June 6, 2016
    Cosmoprof North America sets the stage for brands dedicated to the growing and evolving eco-friendly beauty space.

  • We

    We're Surrounded!

    Tom Branna, Editorial Director||May 30, 2016
    Industry experts explain the important role that the skin microbiome plays in human health.

  • Luxury Re-Coded

    Luxury Re-Coded

    Nancy Jeffries, Online Editor||May 25, 2016
    Consumers have new expectations for beauty.

  • Big Business at Beiersdorf

    Big Business at Beiersdorf

    Melissa Meisel, Associate Editor||May 23, 2016
    VP of marketing shares info on winning products and more.

  • Procter Reels in Doctors

    Procter Reels in Doctors

    May 16, 2016
    The Procter & Gamble stand was abuzz during the annual meeting of the American Academy of Dermatology.

  • If You’re Going to San Francisco…

    If You’re Going to San Francisco…

    Tom Branna, Editorial Director||May 13, 2016
    Be sure to contact the Bay Area Beauty Association.

  • Representatives Connect

    Representatives Connect

    Melissa Meisel, Associate Editor||May 8, 2016
    Re:Beauty offers a new direct sales opportunity.