New Paul Mitchell Awapuhi Wild Ginger Hydrasoft is all about luxurious formulas especially designed as hydration for hair. And the dramatic visuals tell the story perfectly. Your clients are going to love it!
Hawaii baby
Shot in Hawaii – the stunning imagery for the new Paul Mitchell Awapuhi Wild Ginger Hydrasoft campaign is gorgeous. Every photograph tells the story. This is hydration for hair, done beautifully.
Let’s begin with the key ingredient: Awapuhi. It’s all grown and harvested on the John Paul Mitchell Systems Awapuhi Farm in Hawaii. The same family has lovingly cared for the grounds for over 40 years. Here is the authentic background your clients will appreciate. These days more consumers than ever want to know the origin and process for products used on hair and skin.
Tell them this: Each awapuhi ginger plant is grown and harvested using solar power, rain water and time-honored practices. The roots are washed by hand, then dried in a solar dehydration shed. They are ground into a concentrated powder that is added to the products. Poignantly, a portion of each root is also replanted for the following year, creating a regenerative cycle.
A story to share
Now share with your clients the secret to silky-soft, shiny hair! It’s the way Hydrasoft Shampoo, Hydrasoft Conditioner and Hydrasoft Glossing Treatment are enriched with HydraTriplex™, Awapuhi Ginger, Marine Plant Extract, Hyaluronic Acid and Vegan Collagen to treat every strand to the optimal dose of moisture without the weight for a smooth, touchable, healthy-looking finish.
HydraTriplex™ is a rich blend of amino acids, vegetable protein and nourishing oils to penetrate deeply into the hair. This hydrates, binds and seals the hair with rich moisturising ingredients.
Awapuhi Ginger helps to soften and smooth every strand of hair. Marine Plant Extract helps treat hair from root to tip with excellent hydration and shine. Hyaluronic Acid holds up to 1,000 times its weight in water and will deeply hydrate the hair and replenish moisture from the inside out. Vegan Collagen was pioneered by Paul Mitchell in the 1980s, and delivers the benefits of animal-derived collagen-like enhanced levels of moisturisation and strong, healthy-looking hair with zero animal by-products.
Three things more to love
- Discover the three distinct profiles of the Hydrasoft Shampoo, Conditioner and Glossing Treatment in the Hydrate range HERE
- They are the perfect complement to the in-salon HydraTriplex™ Treatment, allowing clients to continue the good work you taught them at home. Recommend these as hydrating essentials, and explain the ingredients, actions and results. Make sure to mention that the HydraSoft Glossing Treatment delivers supreme softness and reflective shine in just 15 seconds.
- … and spread the word that the Awapuhi Wild Ginger bottles and tubes are made from 25% – 100% post-consumer recycled plastic, (percentage may vary.)
There’s so much to love in this story and all with a happy ever after!
Find out more about Hydrasoft HERE
For more news from Paul Mitchell, click here
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