THE ALL SOFT RENOVATION: A New Generation of Intense Softness

June, 2007 (New York, NY) – Redken 5th Avenue NYC continues to perfect their coveted arsenal of haircare products. With the new All Soft Renovation, Redken offers the next generation of intense and luxurious silky softness for dry/brittle hair.

Research has shown that dry hair is a very common problem. In fact, 31% of women in the U.S. admit to having dry to very dry hair. Formulated with Redken’s exclusive Interbond Conditioning System and the new Silk-Luxe Complex, the All Soft regimen specifically targets these hair types and provides intense softness and deep conditioning with incredible, natural movement and bounce.

“Dry hair lacks movement, softness and shine, is prone to breakage and has a straw-like appearance and texture,” notes Patricia Engle, sr. manager, U.S. Marketing, haircare for Redken. “The new All Soft formula changes the texture of the hair by softening the cuticle, making it smoother to the touch so hair is left stronger and looks and feels like silk,” adds Engle.

Additional studies have shown that excessive brushing, washing and styling, use of heat appliances, perms and haircolor can dislodge and raise the hair’s protective cells. The cuticle can become heavily weathered and porous, so that the cortex cannot retain water. The health of the cuticle is critical because it is more than just a protective layer. The shine associated with attractive hair is owed to a healthy cuticle.

The All Soft Renovation includes a range of products that will help to cleanse, treat and finish all the while restoring the health of the hair’s protective layer. In addition, the revolutionary Silk-Luxe Complex enables the Interbond Conditioning System to deliver three oils for both internal and external softening action.

Cleanse

All Soft Shampoo and Conditioner gently cleanse the hair and provide fast detangling to prevent breakage, resist humidity and restore shine.


Treat

All Soft Heavy Cream is a rich moisturizing cream that intensely softens the driest of hair, and leaves it feeling extremely soft, conditioned, and very touchable, with radiant shine.

All Soft Velvet Whip is a decadent leave-in cream that can be used daily, prior to blow drying, to restore softness, improve texture and help prevent heat damage. It also helps repair split ends.

In addition, All Soft Silk Fuel will be available winter 2007.

Finish

All Soft Gold Glimmer should be used post All Soft regimen (Shampoo, Conditioner or Heavy Cream and Velvet Whip) as a finisher on dry hair. It delivers strong conditioning and helps prevent breakage, while blocking humidity and environmental aggressors.

To find a salon in their area, consumers can visit redken.com or call 1-800-REDKEN8.