The UK-based brand is targeting consumers with fine, flat and lifeless hair with its new product
UK-based brand Percy & Reed has announced the launch of its new Up, Up & Away Root Lift Mousse product (£15).
The lightweight formula is said to dispense as a spray before turning into a mouse.
The brand also claims the product delivers lasting lift for consumer’s with finer hair.
Paul Percival, one of the brand’s co-founders, said: “This is the perfect mouse for achieving brilliant lift and targeted volume whilst still giving shine and amazing mould-ability.
“For extra oomph, when hair is almost dry apply more to the roots and blow dry in.”
Percy & Reed recommend spraying directly onto the roots of towel dried hair with the directional nozzle, comb through and then blow dry in sections, lifting from the roots for maximum effect.
The product is also said to be formulated to protect hair from the damaging effects of heat styling and humidity.
Anti-static agents work to prevent frizz and flyaway hairs.
Meanwhile, Adam Reed, the other co-founder added: “Root Lift Mousse is my product of choice to provide more hold and gets directly at the roots with ease, while keeping the natural movement in the hair lengths.”