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Words can be presented, massaged, and manipulated to spin facts.
A drama, a distraction, a ‘sleight of text’. The narrative fed and digested without question as the next stimulus distracts us. Fake news is so prevalent on the internet that we seem to have become accepting, and almost comatose to delving deeper.
We need hydration. Water is the source of life, and many illnesses carry a fingerprint of persistent dehydration. Lack of water speeds up cellular decay and aging. So for personal care, the words moisturising and hydration are big selling points. But to really understand hair moisturising (and skin for that matter) you have to journey behind the smoke and mirrors of marketing.
Many hair and skin care products that claim hydration and moisturising are actually just lubricating. Engine oil does this too but doesn’t hydrate a V8. Because oils and silicones can make hair feel soft, smooth, and shiny, it ties in with claims on pack about hydration. But not only is that not necessarily true, most silicones and heavy oils are actually hydrophobic; they displace water and so are dehydrating. This is seen over time, without the cosmetic lubricating effect. Slowly drying the natural hair out and making it more brittle, frizzy and difficult to manage. People don’t realise their hair may be frizzier, more broken and more difficult because of the regular use of a misleading product.
Hair is essentially 97% protein and 3% water. The protein gives it the structure and strength, the water the flexibility and shine. As the hair grows and ages it breaks down and loses its ability to hold the correct water content at the mid-lengths and ends. To hydrate properly you need to repair some of the breakages and voids in the core of the hairshaft as well as smooth and protect the surface cuticle.
Few ingredients are good at filling voids and breakages in the protein structure so the hair can naturally retain its correct moisture balance. These need to be bioavailable to the hair, so as to penetrate and be accepted. LifeSaver Treatments use a unique complex of Hydrabond Rx which also contain cashmere amino-acids which are virtually identical to the human hair molecule and able to repair and rebuild the damaged hairshaft.
LifeSaver Treatments and LifeSaver UV will naturally rebuild and moisturise all hair types. LifeSaver UV is a multipurpose Leave-in Styling Treatment and heat-protecting styling product with added UV Protection. Our Cashmere Protein Shampoos and Conditioners complement the LifeSaver Treatments into one system of care.
Magic Oil makes an excellent finishing product. For dry, fluffy, coarse or coily hair, giving zero hold or texture, just a smooth, loose and shiny finish.
Ten Second Transformation will help to smooth the surface and give texture and some hold.
Michael Van Clarke
Where were you standing when you decided to adjust your hair colour? Do you stand there often?
At the first salon I worked as a junior, back in the last century, the colourists at the salon had an interesting technique for showing clients their finished results; escorting them to the ladies toilet where a single electric wall light seemed to cast a favourable glow.