LaunchPad - October 2011 - 60

BRAND

NEW

Therapy Session
Dióra Professionnel’s all-natural line is a keratin game-changer.
As the popularity of
keratin treatments continues to grow, so too does the competition. It’s hard to set your brand apart from the pack, but for Dióra Professionnel Keratherapy (diorapro.com), product chemistry is the proven standout. “Keratherapy was created to research, manufacture and market truly safe alternatives to beauty professionals who have been misled by deceptive advertising and labeling from the formaldehydebased keratin companies,” explains David Mulhollen Jr., president and co-founder of Dióra. “Our Renewal formulas utilize fruit acids, proteins and an assortment of complex amino acids to achieve the results that stylists and their clients are looking for.” Although Keratherapy products have been on the market since 2010, the company’s Advanced Renewal System recently launched after undergoing development and testing for the past two years. The system is a three-step keratin straightening treatment that, according to the product website, removes 75 percent or more of the hair’s curl or wave pattern for up to three months. “We are using the newest amino acid and protein technology available today in the professional salon industry,” Mulhollen points out. “This revolutionary formula is safe for stylists and clients, provides lasting results and has been tested extensively on various hair types and textures.” In fact, as Mulhollen describes, the Advanced Renewal System can be used on any and all hair types—from curly to wavy,

Dióra Professionnel’s Keratherapy line

60

BeautyLaunchpad.com 10.11

Image: courtesy of Dióra Professionnel

to colored and/or highlighted. The treatment also keeps frizz in check and unravels even the most tightly coiled curls without fading or removing existing color. An aftercare regime is offered to supplement Keratherapy, consisting of shampoo, conditioner, deep-conditioning masque, leave-in conditioner and argan oil. “Continued use of the aftercare products strengthens and moisturizes the hair over time,” says Mulhollen. In addition to the Advanced Renewal System, Dióra offers the Natural Renewal MAXX formula, which maintains and defines the client’s curl pattern while taming frizz and repairing the hair. “After all,” Mulhollen informs, “not all women want to sacrifice their curls for the sake of being frizz-free!” Though offering a line that delivers results is a definite priority for Dióra, accountability is a major focus as well, one that motivates its business and facilitates its success. “Our goal is to be the company that stylists come to when they are in search of truthful answers and full disclosure of how the products work,” Mulhollen notes. “We never hide behind confusing chemical names or misleading information, and we will always strive to develop safe products for the salon professional.” —Molly Kossoff



LaunchPad - October 2011

Table of Contents for the Digital Edition of LaunchPad - October 2011

LaunchPad - October 2011
Contents
Editor’s Notebook
In Touch
Runway Report
Star Struck
First Look
Inside Story
Brand New
Green Piece
Color Lab
Tool Talk
VIP
Salon of the Month
Milestones
Free Launch
First Person
Beauty 911
Saving Face
Quick Tips
Only Hue
Headlines
Portfolio
Clock-Stoppers
Wigging Out
I.Site
Advertiser Index
Flashback
LaunchPad - October 2011 - Intro
LaunchPad - October 2011 - LaunchPad - October 2011
LaunchPad - October 2011 - Cover2
LaunchPad - October 2011 - 1
LaunchPad - October 2011 - 2
LaunchPad - October 2011 - 3
LaunchPad - October 2011 - 4
LaunchPad - October 2011 - 5
LaunchPad - October 2011 - 6
LaunchPad - October 2011 - 7
LaunchPad - October 2011 - 8
LaunchPad - October 2011 - 9
LaunchPad - October 2011 - 10
LaunchPad - October 2011 - 11
LaunchPad - October 2011 - 12
LaunchPad - October 2011 - 13
LaunchPad - October 2011 - 14
LaunchPad - October 2011 - 15
LaunchPad - October 2011 - 16
LaunchPad - October 2011 - 17
LaunchPad - October 2011 - 18
LaunchPad - October 2011 - 19
LaunchPad - October 2011 - Contents
LaunchPad - October 2011 - 21
LaunchPad - October 2011 - 22
LaunchPad - October 2011 - 23
LaunchPad - October 2011 - 24
LaunchPad - October 2011 - 25
LaunchPad - October 2011 - Editor’s Notebook
LaunchPad - October 2011 - 27
LaunchPad - October 2011 - 28
LaunchPad - October 2011 - 29
LaunchPad - October 2011 - In Touch
LaunchPad - October 2011 - 31
LaunchPad - October 2011 - 32
LaunchPad - October 2011 - 33
LaunchPad - October 2011 - 34
LaunchPad - October 2011 - 35
LaunchPad - October 2011 - 36
LaunchPad - October 2011 - 37
LaunchPad - October 2011 - 38
LaunchPad - October 2011 - 39
LaunchPad - October 2011 - 40
LaunchPad - October 2011 - 41
LaunchPad - October 2011 - Runway Report
LaunchPad - October 2011 - 43
LaunchPad - October 2011 - 44
LaunchPad - October 2011 - 45
LaunchPad - October 2011 - Star Struck
LaunchPad - October 2011 - 47
LaunchPad - October 2011 - First Look
LaunchPad - October 2011 - 49
LaunchPad - October 2011 - 50
LaunchPad - October 2011 - 51
LaunchPad - October 2011 - 52
LaunchPad - October 2011 - 53
LaunchPad - October 2011 - 54
LaunchPad - October 2011 - 55
LaunchPad - October 2011 - Inside Story
LaunchPad - October 2011 - 57
LaunchPad - October 2011 - 58
LaunchPad - October 2011 - 59
LaunchPad - October 2011 - Brand New
LaunchPad - October 2011 - 61
LaunchPad - October 2011 - Green Piece
LaunchPad - October 2011 - 63
LaunchPad - October 2011 - Color Lab
LaunchPad - October 2011 - 65
LaunchPad - October 2011 - 66
LaunchPad - October 2011 - 67
LaunchPad - October 2011 - Tool Talk
LaunchPad - October 2011 - 69
LaunchPad - October 2011 - VIP
LaunchPad - October 2011 - 71
LaunchPad - October 2011 - 72
LaunchPad - October 2011 - 73
LaunchPad - October 2011 - 74
LaunchPad - October 2011 - 75
LaunchPad - October 2011 - Salon of the Month
LaunchPad - October 2011 - 77
LaunchPad - October 2011 - Milestones
LaunchPad - October 2011 - 79
LaunchPad - October 2011 - Free Launch
LaunchPad - October 2011 - 83
LaunchPad - October 2011 - First Person
LaunchPad - October 2011 - 85
LaunchPad - October 2011 - Beauty 911
LaunchPad - October 2011 - 87
LaunchPad - October 2011 - Saving Face
LaunchPad - October 2011 - 89
LaunchPad - October 2011 - Quick Tips
LaunchPad - October 2011 - 91
LaunchPad - October 2011 - Only Hue
LaunchPad - October 2011 - 93
LaunchPad - October 2011 - 94
LaunchPad - October 2011 - 95
LaunchPad - October 2011 - Headlines
LaunchPad - October 2011 - 97
LaunchPad - October 2011 - Portfolio
LaunchPad - October 2011 - 99
LaunchPad - October 2011 - 100
LaunchPad - October 2011 - 101
LaunchPad - October 2011 - Clock-Stoppers
LaunchPad - October 2011 - 103
LaunchPad - October 2011 - 104
LaunchPad - October 2011 - 105
LaunchPad - October 2011 - 106
LaunchPad - October 2011 - 107
LaunchPad - October 2011 - Wigging Out
LaunchPad - October 2011 - 109
LaunchPad - October 2011 - 110
LaunchPad - October 2011 - 111
LaunchPad - October 2011 - 112
LaunchPad - October 2011 - 113
LaunchPad - October 2011 - 114
LaunchPad - October 2011 - 115
LaunchPad - October 2011 - 116
LaunchPad - October 2011 - 117
LaunchPad - October 2011 - 118
LaunchPad - October 2011 - 119
LaunchPad - October 2011 - 120
LaunchPad - October 2011 - 121
LaunchPad - October 2011 - 122
LaunchPad - October 2011 - 123
LaunchPad - October 2011 - 124
LaunchPad - October 2011 - 125
LaunchPad - October 2011 - 126
LaunchPad - October 2011 - I.Site
LaunchPad - October 2011 - 128
LaunchPad - October 2011 - Advertiser Index
LaunchPad - October 2011 - Flashback
LaunchPad - October 2011 - Cover3
LaunchPad - October 2011 - Cover4
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