LaunchPad - December 2011 - (Page 40)

INSIDE STORY Spray ’n’ Wash Aloxxi supplements its ever-growing line with two fresh styling standbys. Hot on the heels of its wet line geared toward color protection, Aloxxi ( unveils its first styling products, both musthaves for color-treated tresses: Style Flexible Hairspray and ColourCare Dry Shampoo. Even better, director of marketing Kim Donovan dishes that the brand will expand further to supply a complete collection of styling necessities. “We’re a new company, but we still wish to offer a full-range haircare line,” she notes. “Since we just launched several color care products, we wanted to branch out into stylers.” For the hairspray—a favorite of president and CEO George Schaeffer’s—the devil was in the details, as developers evaluated every nuance of the product, ensuring that the spray pattern, amount transmitted and drying time were exactly on target. In step with Aloxxi’s avowed focus on color protection, UVfilters and anti-humidity properties work to shield colored strands, while the quick-dry formula creates light shine and long-lasting, flexible hold sans flaking. “All of our stylers go back to haircolor concerns,” Donovan asserts. “We took a lot of care with the small details.” Meanwhile, the dry shampoo diverts from traditional powder formulas with an easy-to-use aerosol format, offering cleansing without residue and making it ideal even for dark locks. Skin conditioners such as grapefruit and honey extracts condition the scalp; sunflower seed oil protects from UV-rays and keeps hues vivid; and clay, rice, potato and silk powders absorb excess oil and impurities. Happily, these new releases only hint at what’s to come: In 2012, Donovan promises further growth for the burgeoning brand, including more education, social media activity and sampling for stylists—plus new stylers that’ll tackle common client concerns (think volumizing, smoothing and heat protection). “We’re working on new technology and ingredients right now,” With each new product, we’ll revert back to our goal: to maintain the vibrancy and health of colortreated hair. Donovan reports. “However, with each new product, we’ll revert back to our goal: to maintain the vibrancy and health of colortreated hair.” —Tracy Morin 40 12.11 Images: courtesy of Aloxxi

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

LaunchPad - December 2011
Editor’s Notebook
In Touch
Runway Report
Star Struck
First Look
Inside Story
Brand New
Color Lab
Tool Talk
Salon of the Month
Beauty 911
Saving Face
Quick Tips
Free Launch
Only Hue
Readers Choice Awards
Rising Stars
Advertiser Index

LaunchPad - December 2011