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Color Fury



Sebastian International launches Color Ignite and signs singer Maja Ivarsson as the spokesmodel.



By Tom Branna, Editorial Director



Published March 8, 2011
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Color  Fury

Procter & Gamble is stepping up its position in the professional hair care category with the launch of Color Ignite from Sebastian Professional. The professional color care products offers two custom-tailored formulas designed according to the color techniques used – Single Tone for single tone colored hair and Multi Tone for multi-tonal and lightened hair.


"More than 80% of our clients across the globe color their hair,” says Reuben Carranza, CEO, P&G Salon Professional North America. “We recognize the role color care plays in preserving salon color and shine results. With Color Ignite, we’re delivering a product offering that recognizes the hair damage consequence and concern while still applauding the truest representation of hair color artistry.”


 
Color Ignite Single Tone Shampoo.
The coloring process alters the chemical structure of the hair shaft, stripping it of its protective “f-layer,” which is responsible for holding onto conditioning ingredients. With the f-layer compromised, the hair shaft becomes very “thirsty” and will absorb water quickly and more easily. Since water alone is responsible for 80% of color loss, it’s important to care for color-treated hair with a shampoo and conditioner that contain the appropriate ingredients working in concert to allow conditioning properties to adhere to hair.
To address this, Sebastian Professional formulated its new Color Ignite regimen with “Smart Color Complex,” which contains Smart Polymers in the shampoo that allows conditioning agents to adhere to the color-treated hair. Smart Color Complex intelligently recognizes, responds and reacts to the varying conditions of single tone or multi-tonal and lightened hair for individualized results.
 

Through two unique shampoo and conditioner offerings, Sebastian helps address the need to protect and preserve results so hair rocks exceptional shine and color vibrancy.
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    • In SINGLE TONE Shampoo and Conditioner, for single tone colored hair, the “Smart Color Seal Complex” helps seal the cuticle and smoothes the hair surfaces.
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    • In MULTI TONE Shampoo and Conditioner, for multi-tonal and lightened hair, the “Smart Color Moisture Complex” targets damage or gaps on the hair strands and helps restructure them to unleash color vibrancy on both the colored and highlighted strands.
 
 
Color Ignite Single Tone Conditioner.
New Whipped Form: Color Ignite conditioners come in a new light, whipped form and provide effective spreadability and even application across all hair fibers. The whipped form has thousands of micro bubbles that create a super thin veil of color protection polymers that reach and wrap each hair fiber, adding shine to your outstanding color.


As a part of its constant mission to source bright, bold new visionary muses for inspiration to its stylists and consumers, Sebastian took to the music industry to discover its most captivating star yet to represent Color Ignite. Chosen for her colorful energy and magnetic allure, Maja Ivarsson from the band, The Sounds, represents the essence of vibrancy and serves up the highest inspiration for untamed, fearless self-expression. The perfect combination of glamour and attitude, Maja is shocking the universe with her powerful vocals, she’s also turning heads and making a name for herself for her provocative fashion sense, too. Since the day this Swedish siren burst onto the scene, Maja has time and again proved her appeal as a daredevil singer with mega-watt style.

 
Beginning March 2011, Sebastian Professional’s new Color Ignite collection will be available at 10,000 salons nationwide for a suggested retail price of $14.95 (Shampoo) and $16.95 (Conditioner).For more information, please visit: www.sebastianprofessional.com


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