ALFAPARF MILANO launches Thirsty and Hair with Bad Habits

additions to the Precious Nature – Mediterranean Hair Menu

precnature-bad-habits-hair-groupThe Precious Nature by ALFAPARF MILANO range has introduced two new “Mediterranean menus” or line extensions: Thirsty Hair and Hair with Bad Habits to complement its existing Precious Nature ‘free-from’ range of luxurious hair products. The Thirsty Hair trio is specially formulated to nourish and provide a new vitality to parched, dry, dull hair without weighing it down.  The Hair with Bad Habits trio offers the perfect routine to repair and reinforce ‘hair with bad habits’ or hair damaged from over exposure to the sun, heat, chemical treatments, bleach and by using aggressive products. All products in the Precious Nature range - including the new Thirsty Hair and Hair with Bad Habits - contain 100% natural extracts derived from the world-famous Italian cuisine, to expertly respond to distinct hair needs while delivering a pleasurable beauty experience, thanks to the delicious fragrances and luscious textures used. The Precious Nature range is entirely free-from sulphates, parabens, paraffin, mineral oils, synthetic dyes and allergens*.

The breakthrough product in these new ranges is the Hair with Bad Habits Cleansing Conditioner which means cleansing the hair with conditioner rather than shampoo.  This multiple-beneficial Cleansing Conditioner has a soap-free, low-lathering formula that provides suppleness, manageability and shine while gently cleansing.  It was developed in direct response to research showing that 7 out of 10 women believe that foaming agents used in many shampoos are too aggressive for everyday use on damaged hair. ALFAPARF MILANO’s development team guarantees that their Hair with Bad Habits Cleansing Conditioner won’t strip the hair of moisture or weigh it down even used daily on damaged hair or scalp. 

The Precious Nature Hair with Bad Habits range contains extracts from naturally derived fig and walnut that will add vitality and softness. Figs are rich in Magnesium, Vitamin C and E to maintain hair health as well as being a notable source of the calcium that forms the collagen so vital for hair repair.  The walnut extract gives strength to stressed or sensitised hair and will result in a 15%+  improvement in hair resistance to breakage**.
Hair with Bad Habits range comprises three hair care products:

  • The breakthrough soap-free, low-lathering Cleansing Conditioner is gentle enough for everyday use on damaged hair, and can be used alternately with the Restructuring Shampoo to ensure optimal cleansing for damaged hair and scalp. RRP Cleansing Conditioner 250ml €12.50
  • The Restructuring Shampoo that cleanses and repairs damage to the hair fibre by enveloping the fibre during cleansing to reduce friction. RRP Restructuring Shampoo 250ml €12.50
  • Double Cream - a restructuring treatment with a dual action. This can be used as a gentle ‘leave-in’ treatment to nourish and condition lengths and ends or - if left in for just five minutes after cleansing - this intensive yet lightweight hair cream provides instant long-term repair. RRP Double Cream 200ml €14.95

The Precious Nature Thirsty Hair range is a “fruit drink” for the hair, with an ultra-light texture that delivers moisture and vitamins to dull and dry hair and all without weighing it down. Research shows improved ‘comb-ability’ by more than 50% after use of the range***.
The three care products in the Thirsty Hair range comprise:

  • A gently cleansing Thirsty Hair Shampoo that replenishes moisture and provides essential vitamin supplements for revitalised and tangle-free hair. Hair will look and feel intensely refreshed and soft with renewed elasticity and shine. RRP Thirsty Hair Shampoo 250ml €12.50
  • A deeply hydrating, shine-enhancing Thirsty Hair Mask with a soft creamy-gel texture that detangles and softens without weighting the hair down. RRP Thirsty Hair Mask 200ml €14.95
  • A special ‘leave-in’ set of vials, Thirsty Hair Infusion penetrates deeply to restore moisture and softness to the inner structure of the hair, adding incredible vitality and visible shine.  RRP Thirsty Hair Infusion: 6x13ml €17.95


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Research conducted by ALFAPARF MILANO shows that products made using natural ingredients are preferred by 38% of women**. However, many ‘natural’ or ‘free-from’ products often don’t meet expectations due to the often disappointing sensorial experiences caused by the medical/ herbal fragrances used in these products, or the poor product performance often linked to the ‘free from’ aspect of these natural products. 

The Precious Nature range from ALFAPARF MILANO addresses and neutralises both these negatives: The Hair with Bad Habits range specifically delivers alluring fragrance and soothing notes while the Thirsty Hair range has a very distinct fresh fragrance and both have a proven performance across the desired spectrum: cleansing, repairing, revitalising, nourishing, hydrating and visible texture-enhancement.

The Hair with Bad Habits range contains walnut extract which is rich in potassium, Omega 3, Omega 6, and Omega 9, all of which nourish the hair and contain high amounts of fatty acids that are easily absorbed into the hair follicle, strengthening the hair from within.  The range has an alluring fragrance of rich Almond milk, Tonka seeds and strong Cedar Wood, with soothing notes of Vanilla and sweet Jasmine to penetrate the hair.

The Thirsty Hair range contains berries’ extract for daily protection from environmental stress and safeguards against split-ends. Berries are an excellent source of vitamin C which rejuvenates the hair.. This range contains apple extract which helps maintain the optimum hair balance, closing the hair cuticle to lock-in and retain natural moisture and increase shine. Apple fibre has proven conditioning properties, giving hair a smooth finish. The range has a fresh fragrance with notes of green apples, raspberries and wild black currants, coupled with a light touch of white Jasmine and hints of Musk and Vanilla.

*Allergens derived from plant extracts or fragrances.
** Source: Benziga 2015 – Cosmetica Italia
*** Instrumental test made at the end of using the complete treatment.

NEW Joico LumiShine





 For ultra-cool control of brassy undertones

COLOR SO BRILLIANT, IT INSTANTLY RESTRENGTHENS HAIR WITH UP TO TWICE THE SHINE. NEW Joico LumiShine transforms hair from the inside out with breakthrough ArgiPlex Technology, delivering astonishing shine, color longevity, and overall healthier hair—guaranteed!
Hair with up to twice the shine
100% replenished and restrengthened hair
Nourishing protection that seals in moisture, softness and shine for up to 30 full shampoos


NEW Joico LumiShine transforms hair from the inside out with breakthrough ArgiPlex Technology, delivering astonishing shine, color longevity, and overall healthier hair—guaranteed!

  • Hair with up to twice the shine*
  • 100% replenished and restrengthened hair**
  • Nourishing protection that seals in moisture, softness and shine for up to 30 full shampoos*

With a Permanent Crème and Demi-Permanent Liquid system, LumiShine offers pros the easiest possible color solution for every salon service and hair type imaginable. Here’s why you’ll love LumiShine…

  • It’s Easy! Three simple steps to brilliant color—consultation, formulation, and application.
  • It’s Predictable… Reliable… and Utterly Straightforward! A full spectrum of perfectly balanced, intermixable pre-blended shades allows you to deliver straight-from-the-tube (or bottle) color perfection—every single time.
  • It Smells Amazing! LumiShine is formulated with Joico’s exclusive Gentle Fresh Fragrance technology, a patented combination of molecules that helps neutralize airborne ammonia and envelopes your color service in fresh, calming notes of bergamot, iris, and sandalwood. Client comfort is off the charts.

Introducing a gentle, reduced ammonia color system of of over 50 shades ranging from Level 1 to high-lift. Guaranteed healthy-looking, consistent results when combined with LumiShine Crème Developers (10, 20, 30 and 40 Volume).

Introducing a gentle, ammonia-free color system of over 20 shades formulated for deposit only. Guaranteed predictable, consistent color results when mixed with LumiShine Crème Developer 5 Volume.


Iconic Cork salon wins Supreme Team award at London event

Iconic-Cork-salon-wins-Supreme-Team-award-at-London-eventValerie Finnegan Cahill and her team at IKON Hair Design, Oliver Plunkett Street, Cork are celebrating after winning the ‘Supreme Team’ category of UK and Irish hairdressing competition – the Most Wanted Awards (announced in London yesterday evening - September 5th, 2016).

In what is being seen as a huge compliment to Cork’s style and beauty sector, the celebrated salon was nominated in the ‘Supreme Team’ category of the Creative HEAD Most Wanted Awards which were held in the magnificent surroundings of London’s Guildhall and attended by the ‘Who’s who’ of the UK and Irish style sectors.

This is the first time Irish salons have been eligible to be entered and as the only Cork salon to ‘make the final cut’ it represents a real creative and professional coup for IKON owner, Valerie Finnegan Cahill, and her team.

The awards were hosted by comedian, Rob Beckett and judged by influential names in hair, fashion, business and the media – including Chanel’s catwalk hairdresser Sam McKnight, celebrity stylist Andrew Barton, British Vogue beauty editor Lauren Murdoch-Smith and the founders of BeautyMART, Millie Kendall MBE and Anna-Marie Solowij – the Most Wanted Awards celebrate the outstanding individuals, teams and salons that keep the hairdressing industry moving forward.

Presented by leading industry magazines Creative HEAD and Creative HEAD Ireland, the Most Wanted Awards comprise 14 different categories, each recognising excellence across a multitude of disciplines, from business acumen and customer service to creative skill and technical ability.

Each winner is presented with a Most Wanted Trophy. They will also enjoy an exclusive prize courtesy of their category sponsor and receive editorial coverage in Creative HEAD Ireland and its associated titles and websites, resulting in global exposure.

Says Catherine Handcock, Publisher of Creative HEAD: “Having launched Creative HEAD Ireland back in 2007, it’s fantastic now to welcome its readers to our Most Wanted awards. Irish salons are producing amazing work, and it’s important to recognise the people behind that.”



The latest addition to the stylists’ number one product range is STRUCTURE SMOOTHSHOCK. The nourishing foaming oil is designed for creating sexy, smooth hairstyles. Thanks to the Abyssian Oil in the product – a light oil known for its easy ‘spreadability’ – hair is super soft, conditioned, smooth and without fly-aways. Unmanageable hair now belongs to the past!

SMOOTHSHOCK is especially fantastic on curly hair as it adds more definition and separation but will work its wonders on all hair types, lengths and textures, and on both damp and dry hair.

Hair will be:

  • Super soft & conditioned
  • Shockingly smooth
  • Free from fly-aways
  • Shiny
  • Without tangles
  • Manageable

And as a bombshell bonus it leaves hair gorgeously scented too!


“SMOOTHSHOCK is the perfect taming fuel for any hair type. It is so amazingly lightweight and non-sticky that it offers endless smoothing options. From controlling frizz to catwalk chic sleek hair styles. No boring hair!”

Whip Hair Into Cleansed & Conditioned Shape

COWash-Group-webNEW JOICO Co+Wash: Sulphate-free Whipped Cleansing Conditioners

Introducing the latest addition to the JOICO care range: Co+Wash, whipped cleansing conditioners. Imagine cleansing and conditioning hair in a single shot. Cleansing conditioners or “co-washes” as they are also known, do just that and are great for alternating with a regular hair-washing regimen. These products also have other benefits such as leaving hair more manageable and increasing the longevity of hair colour. Picture luxurious locks that are strikingly healthy, shiny, frizz-free and nourished! Now who wouldn’t want to be “co-dependent” on a co-wash?

But there is more. JOICO delivers a whole new way to co-wash with their introduction of Color Co+Wash, Moisture Co+Wash and Curl Co+Wash. The unique delivery system transforms these “cleansing conditioners” into the richest, creamiest foam ever. Thanks to the “whipped” formula, it’s easy to distribute the product from root to tip – significantly reducing the amount of product needed and giving an overall more satisfying experience, from roots to ends!

Colour Co+Wash: locks in beautiful new hues & keeps them going strong until the next salon visit

  • 3x more color-locking protection*
  • Colour-treated locks are 2x more resistant to breakage**

Moisture Co+Wash: brings seriously softer, shinier, stronger strands

  • Over 59% reduced breakage**
  • More than 94% of testers agreed that their hair looked and felt less dry after just one use

Curl Co+Wash: takes frizz and throws it to the curb

  • Beautifully shaped, controlled curls and waves that defy frizz
  • Curls are 3x more resistant to breakage**

Why users will love it:

  • Use 50% less than a typical co-wash for the same great results***
  • Approximately 25 uses per can
  • Sulphate-free
  • Unique delivery system creates a lather that transforms these cleansing conditioners into the richest, creamiest foam ever.

* Vs. daily shampoo and conditioner after one month of use.
**Against combing breakage on damaged hair vs. a non-conditioning shampoo.
***Based on half head salon testing between BOV and bottle application.


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