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Beauty Industry, Beauty Launches

Pureology Launches New Blonde Treatment for Summer

The new product addresses the needs of platinum hair.

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By: Marie Redding

Senior Editor, Rodman Media

Pureology has launched a new product – the latest addition to its line that addresses the needs of blonde hair. The new product is a rinse-out treatment, in a gel-cream texture, called Perfect 4 Platinum Cool Blonde Enhancing Treatment.

Pureology developed the collection for blondes to addrerss the needs of hair that’s in the “high-lift” color category, which requires conditioning agents and color-depositing dyes that neutralize brasssiness. The line also includes Platinum shampoo and conditioner; Platinum Reconstruct Repair masque; and Platinum Miracle Filler Treatment.

Ruth Roche, Pureology Artistic Ambassador, explains: “The number one complaint among my blonde clients is unwanted brassiness which can be difficult to avoid when you go blonde from a dark base. The new Platinum Cool Blonde Enhancing Treatment is a subtle yet effective way to naturally cancel out warmth while nourishing highly-lifted blonde hair.”

The collection’s packaging includes Pureology’s signature plastic bottle and tottle, plus squeeze tubes, as well as a smaller bottle with a spray actuator. The new product, shown above, is in a squeeze tube.

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