Monday, January 14, 2013

Love it: Pureology Perfect 4 Platinum Reconstruct Repair Masque


I’m still working a balayage-style colour this season (effortlessly achieved thanks to the wonderful Ivan at Stephen Marr Ponsonby), and although it’s a pretty low maintenance gig, I live in constant fear of ratty ends after years of being blonde in my early thirties.
The key is adding nourishment where it’s needed and just taking good care of where it’s not, and my current product line up really reflects that. I use a volumising shampoo but a hydrating conditioner, and my ends are looking the best they have in years thanks to a weightless, nourishing masque from the epic Pureology brand.
Called the Perfect 4 Platinum Reconstruct Repair Masque, it is a concentrated masque that penetrates deep into hair's cuticle to strengthen, soften and rescue high-lifted or highlighted hair with an intense dose of strength. It’s a wee miracle if ever I tried one, and that can also be said of the majority of releases from the Pureology brand.
I love the Pureology range of “good for you, good for your hair and good for the environment” range of high performance haircare products, which are amongst the best on the market for those that like their beauty with a conscience. Jim Markham created the Pureology line in Irvine, California in 2001. The very clever chap revolutionized colour care and gave it a moral compass, launching the first 100 per cent Vegan formulas and ZeroSulfate shampoos for colour-treated hair to an eager audience of consumers much like myself. Jim identified a need among professional colourists and their clients for gentle, naturally based products that deliver superior performance and keep your colour looking great for longer, and today, Pureology is the number one colour care brand in the USA. And as an added bonus, the company are committed to delivering superior hair colour care through the most indulgent products and services, while preserving and promoting environmental sustainability. 
The core values of Jim and his team have led the company to become one of the first prestigious haircare brands that embraces and pioneers sustainability. “We continuously strive to achieve the most decadent experience while preserving our environment with sustainable practices,” they say, which is about as eco luxe as it gets! They have several systems on offer depending on your hair type, and the Perfect 4 Platinum is targeted at the blonde bombshells out there that really care for their colour.
But back to the masque! It contains five times more Keravis than Perfect 4 Platinum Shampoo and Condition to equalize and even out porosity, and truly transforms damaged blonde hair with improved elasticity and a dose of shine. It has kept my ends from going brassy even over the holiday season when I was seeing a bit of sun, and it’s ridiculously easy to use. Just shampoo and rinse, then apply the masque leave on for about five minutes before rinsing out. That’s it! Too easy! And bloody amazing…

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