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NEW! ‘COLURE’ TRUE COLOR CARE SYSTEM
CARES FOR THE COLOR AND THE COLORIST.
Carlsbad, CA – April marked the debut of COLURE True Color Care, a new luxury line of hair care and styling products dedicated to the health, quality and ‘color longevity’ of color-treated hair. According to COLURE President Davis Paris, haircolor specialists like himself have been looking for a complete color-care line that effectively protected the integrity of the original salon color while leaving hair healthy, hydrated, and shiny.
“There were many of us who felt that no current color-care line was measuring up to our professional expectations (‘color still faded–hair felt dry’)", said Paris.
"So I decided to spearhead my own ‘natural’ color-care line and form a new
‘smart color care’ niche that breaks away from a ‘getting crowded’ category.
COLURE’s sulfate-free shampoos and advanced conditioning and shine technology offer a more
logical system of effective application, color-take and after-care.”
Paris continues: “For example, it is smart to apply color to freshly-cleansed hair --like putting make-up on clean, hydrated skin. But many colorists just apply color to the client’s hair ‘as is’ ; it’s because they are afraid of over-cleansing and stripping hair before applying color.
COLURE’s extremely-gentle shampoos prepare the hair for optimum color-take (the way it was intended by the manufacturer) by pre-cleansing without stripping. The operative term among today’s colorists is
‘cleanse hair–then color’ because now they can with COLURE. Colorists who have been applying color to dirty hair with product build-up to protect it from chemicals now view this procedure as ‘old school and out of sequence’. COLURE is becoming the colorist’s
choice for client color-care in the salons discovering this new ‘smart niche’."
Paris worked closely with formulators and colorists on the 9-product COLURE line, combining years of professional color knowledge with years of management experience at two of the industry’s most progressive hair care/color care manufacturers. Says Paris:
“COLURE’s ‘Color Longevity Formula’ allows the salon color work to ‘stay true’ far longer between appointments. The rich color and thicker, healthy looking hair that the colorist initially creates remains beautifully showcased long after the happy client walks out that salon door. “The colorist’s incredible work lives on and on!”
The COLURE True Color Care System features a three-step approach to the care and style of color-treated hair.
Step One features two types of sulfate-free daily shampoos with extremely gentle cleansers that don’t strip out color; Richly Moisturize Shampoo and Body Volume Shampoo.
Step Two offers two types of daily conditioners, Richly Moisturize Conditioner and Body Volume Conditioner, offering a perfect balance of superb vegetable proteins and moisturizers that lock in color every time.
Step Three offers complete protection against thermal styling, UV rays and free radicals. There are five COLURE styling products designed to enhance the salon color service by easily breaking down into instant shine and condition for maximum color longevity; FirmHold Styling Gel, Curl-Wave Styling Creme, Texture Creme, Straight–Hair Blow-Dry and Shine Serum, all designed with the Color Longevity Formula.
For more information about COLURE True Color Care, phone toll-free: 888-265-8731; or visit the website at www.colurehaircare.com.
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