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Brief Published: 11 Apr 2016

Paul Mitchell: Caring Hair Styling

Paul Mitchell: Mirrorshine

Launching in May 2016 is a new smoothening haircare and styling range from American salon brand Paul Mitchell that promises 91% smoother hair and 67% less frizz for up to 24 hours.

The new MirrorSmooth range encompasses a shampoo, conditioner and high-gloss primer that work to smooth, moisturise and protect hair from the damage caused by heat styling, with results tested by an independent, third-party laboratory.

The range is formulated with Abyssinian oil to boost shine, keratin protein for thermal protection, and awapuhi, a Hawaiian red flower with deep cleansing and moisturising properties.

Consumers of haircare products are increasingly placing importance on the health of their hair, in addition to the look of it. They are seeking out rich, caring products that don’t compromise hair integrity during the styling process. Products such as the Mirrorsmooth range reveal how healing ingredients needn’t hamper results. For more on this, see Looking Good, Taking Care in Product Projections 2016: Hair.

Paul Mitchell’s separate Awapuhi range also boasts eco-ethical credentials. The brand set up a sustainable, solar-powered awapuhi farm in Hawaii to cater to its needs – showcasing ethical strategies, and fair-living opportunities for local farmers coveted by savvy eco-warrior consumers. For more on sustainability in beauty, see Rethinking Beauty: Sustainable Futures, Sustainable Cosmetics Summit 2014 and Cacay Nut: Sustainable Hero Ingredient.