10.10 / BREAK THE CYCLE OF DAMAGE WITH THE FULL REPAIR™ COLLECTION NEW FROM JOHN FRIEDA® HAIR CARE
THINK: Reverse damage. Revive your style.
WHAT IT IS: A revolutionary way to repair hair without sacrificing style. The style-obsessed woman stops at nothing to achieve the look she craves: No blow dryer is too hot, no color is too harsh, and no damage is too severe. But getting that picture-perfect style comes at a price—overworked hair weakens, breaks, dulls and falls flat, forcing her to make a choice: repair her hair at the expense of her look or keep on striving for superior style and risk more damage. With new Full Repair™ from John Frieda® Hair Care, there’s no tradeoff—she can repair her hair and style at the same time, escaping the cycle of damage today. . . and every day after.
FROM THE EXPERT: “So many women who come into the salon have absolutely destroyed their hair by over-styling, over-coloring, and generally overdoing it,” explains Harry Josh, John Frieda® International Creative Consultant. “They traumatize their hair trying to get a certain look, but then they can’t maximize it because their hair is so fried. Full Repair™ offers them damage control that won’t weigh their hair down, letting them style to the limit while actually reversing the damage they’ve done to date.”
The salon-inspired collection specifically addresses an issue stylists are seeing with increasing frequency: short, broken hairs, flyaways and damaged ends caused by constant styling. John Frieda® developed the collection to repair damage due to heat styling and coloring, instantly transforming parched, damaged hair into smooth style with body and bounce. Full Repair™ products are formulated with Inca Inchi, a lightweight, Omega-3-rich micro-oil that penetrates dry, damaged, broken strands instead of coating them and weighing hair down. The formulas weightlessly mend fried strands while protecting hair from high-heat tools, so she can continue to style and get the look she desires. The products leave hair with movement and body as well as the ability to hold style all while repairing past damage and preventing future breakage.
The Full Repair™ collection includes:
- Full Body Shampoo: Formulated with Inca Inchi oil, this bodifying shampoo repairs the look and feel of overworked hair as it weightlessly restores bounce for full, flowing styles.
- Full Body Conditioner: Omega-rich Inca Inchi oil repairs hair as the formula smoothes and detangles, reducing the risk of breakage and snagging when combing or brushing.
- Protecting Root Lift Foam: This lightweight foam protects hair from heat damage with Inca Inchi oil while creating instant body. Work into wet or towel-dried hair at the roots for weightless lift and high-volume hair when styled.
- Perfect Ends Deep Infusion: This breakthrough product for medium-textured hair instantly absorbs into damaged strands instead of just coating the surface, penetrating hair with Inca Inchi oil to weightlessly reverse the look and feel of damage while protecting hair from heat.
- Perfect Ends Sheer Mist: This softening mist for fine-textured hair protects heat-damaged hair with Omega-3-rich Inca Inchi oil. It also protects hair from further damage by providing heat protection from flat irons and blowdryers. Spray evenly through clean, wet hair, concentrating on ends and damaged areas to weightlessly repair and promote smooth, healthy strands.
- Touch-up Flyaway Tamer: This portable wand polishes broken strands, smoothing flyaways and frayed ends with Inca Inchi oil to keep hair sleek and smooth. This must-have item for any woman’s hair styling arsenal has a crystal-clear formula that weightlessly smoothes flyaways without diminishing hair’s volume. The Touch-up Flyaway Tamer is small enough to fit in your purse making it ideal for touch-ups on the go. To use, simply brush the wand over dry, styled hair to touch-up and give a boost of shine.
WHAT THEY COST: Full Body Shampoo, Full Body Conditioner, and Protecting Root Foam $6.99; Perfect Ends Deep Infusion, Perfect Ends Sheer Mist, and Touch-Up Flyaway Tamer $9.99
WHERE TO FIND IT: Food, drug and mass retailers nationwide
Kao Brands Company is a leading manufacturer of premium beauty care brands that are recognized around the world for their innovation and quality. Kao Brands Company's portfolio includes Ban® antiperspirants; Jergens® and Curél® hand and body lotions; Bioré® facial care; John Frieda®, Frizz-Ease®, Root Awakening®, Luxurious Volume, Sheer Blonde®, Brilliant Brunette®, Radiant Red®, Full Repair™, Precision Foam Colour and Luminous Color Glaze® professional hair care. Founded in 1882, Kao Brands Company is a wholly owned subsidiary of Kao Corporation.
FOR MORE INFORMATION, PRODUCT IMAGES OR SAMPLES:
LAUREN DONNER/ANNIE NASLUND
TRACTENBERG & CO./212.929.7979