Bumble and bumble customises hair straightening

Published: 8-Nov-2011

Concen-straight treatment incorporates gemstone technology


Bumble and bumble has become the latest in a line of brands offering products designed to straighten unruly curls. Bumble and bumble’s Straight Line range, however, is less about poker straight hair and more suited for consumers looking for more manageable hair, which may still be styled.

“Consumer research and feedback from Bumble and bumble users has revealed that things are not that straightforward when it comes to straightening. Consumers are concerned about the chemicals used in straightening products and many find their straightened hair limp, lifeless and unstylable,” said Fadi Mourad, Bumble and bumble’s executive director of product development. “With Straight Line we’re redefining what straightening means – it’s about smoother, more manageable, stylable hair.”

The range is built around a patent pending Concen-straight technology containing a blend of gemstones including pearl, tourmaline, Brazilian green malachite and sapphire powder. It comprises Bb. Straight Shampoo, the brand’s first sulfate-free cleanser; Bb. Straight Conditioner, described as a light yet thorough moisturiser; Bb. Straight Blow Dry, an upgrade of Bumble and bumble’s original Blow Dry product but with a lighter, balm-like consistency, said to be more suitable for lighter, thinner hair than its predecessor. A Concen-straight Pro Treatment, which lasts for at least 30 washes, will be available in Bumble and bumble salons, while a less concentrated single-use version, Concen-straight Smoothing Treatment will be available for home use. The product should be applied from roots to ends and left for 30 minutes, before rinsing, blow drying and flat ironing. Sodium metabisulfate gently alters the bonds that cause hair to curl, while the heat-activated gemstone powders vibrate and loosen them, as opposed to irreparably breaking the bonds like traditional straightening treatments. Polylysine then refines the bonds and a light silicone blend sets hair straight.

Products range from £23 for the shampoo to £35 for Concen-straight Smoothing Treatment and will be available for consumers in February 2012.

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