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.


Hassle-Free, Dazzling Copper

DuoLight-Copper-TubeNEW JOICO DuoLight Copper

Introducing DuoLight Copper: the newest addition in JOICO's line of one-step tonal crème lighteners for effortless freehand techniques.

DuoLight is the first crème lightener that lifts and deposits brilliant copper tones in one hassle-free step – while keeping hair in remarkably healthy condition. Along with its groundbreaking predecessors– DuoLight Caramel and DuoLight Butterscotch – DuoLight Copper is the third in a line of one-of-a-kind products that allow colourists to create multidimensional freehand techniques in a single process, saving precious time and money (without sacrificing stunning results).

DuoLight comes in three beautiful natural, intermixable shades. They can be used to create fabulous time-saving popular money-making looks such as a soft and subtle, modern Ombré or Balayage.

The DuoLight shades:

  • NEW DuoLight Copper (for spicy copper tones)
  • DuoLight Caramel (for rich, neutral caramel tones)
  • DuoLight Butterscotch (for warm, buttery tones)

Why DuoLight Copper will be loved:

  • 4 levels of lift through natural or colour-treated hair
  • Lifts and deposits in half the time (compared to a bleach and tone service)
  • Intermixable with DuoLight Caramel and DuoLight Butterscotch
  • No foils required for unlimited, creative techniques
  • Neutral odor formula for maximum client comfort
  • Emollient-rich Shea Butter protects the lipidic layer of the hair and scalp
  • Hyper-Dynamic™ Dye Technology – our one-of-a-kind super-charged lightening elements and direct dyes allow for simultaneous lift and deposit in an ultra-conditioning crème-oil base
  • Quadramine Complex®: the key technology that repairs and protects hair during processing

DuoLight is not intended for use on clients with previously lightened hair, and is not recommended for use on clients with 25% or more grey hair.


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Pure Pigments...We’ve Got You Covered

ALFAPARF MILANO, the world's most scientifically advanced hair care company, launches
Pure Pigments, an intense colour and shine, high performance service
that leaves traditional
Colour additive services... IN THE SHADE

alfparf-pigments-04-42097-eIt's being described as a world-first, a game-changer, rigorously tested, superbly researched by one of the most reputable hair companies in the world - Pure Pigments, is a ground-breaking, individually tailored, hair colour service from the company synonymous with state-of-the-art research and affordable luxury, ALFAPARF. The famous Milan-based company whose product development and standard-setting ethos has always ensured that it represents the benchmark in attaining and maintaining beautiful hair.

The magicians of Milan are proudly claiming Pure Pigments as a world first and game-changer. It combines the usual ALFAPARF hallmarks of high performance science and versatility all delivered in Six Ultra Concentrated Pure Pigments which allows stylists to customise and individually tailor all in-salon services be it colour, care, shape or styling. Pure Pigments covers "tutti" (everything) as the concentrated pigment can be mixed with all ALFAPARF in-salon services. So, if you want a particular colour, with incredible colour intensity and shine, your stylist can add a high or low concentration of pigment to any mixture, whether for colour, hair smoothening or selected styling products.

Clients will now be able to have their own unique, exactly-shaded colour, whether your hair is natural, colour-treated or bleached. Pure Pigments can be used to make tones more intense, or to add new tones or correct undesired tones. ALFAPARF is absolutely confident that Pure Pigments can also revive a colour between two services, as well as to be utilised for 2-in-1 salon services such as a colour and treatment, colour and shape, colour and styling. Exactly personalised colour can be created for blow-drys or up-dos for special occasions and clients can have a customised colour enhancement with a 'prescriptive' treatment according to their hair type, whether normal, dry, damaged.

How does the science work: "..the pigments are enclosed in a sphere made of cellulose, so now - for the first time - ALFAPARF's unique, state-of-the-art concentrated pigments transform in the formulations to which they are added. So they become what they are added to, they can become alkaline or acidic, but incredibly they maintain their own structure and high performance..." says David Donnellan, whose Xpert Professional Haircare company has worked with the luxury Italian hair company's products for decades.

"There are three pigment care shampoos and three conditioners depending on the hair type – normal, dry, damaged. These dual in-salon or home-use care products are exactly colour-customised and contain a reduced concentration of your specially selected pigment so you can maintain and care for your unique colour or tone enhancement at home between services", explains Donnellan.

The HYDRA Hydration products are designed for normal to slightly dry Hair: HYDRA Sh Shampoo is sulphate-free & paraben-free and the HYDRA Mk Mask is paraben–free. They are formulated to intensively revive the colour while ensuring that the pigment in the mixture remains perfectly unaltered. They contain a blend of selected ingredients with a sealing action, which creates a special film that evenly coats the hair, which enables it to retain its natural moisture. The hair is detangled, lighter and more manageable.

The NUTRI Nutrition products are designed for dry hair: The NUTRI Sh Shampoo for dry hair is sulphate and paraben-free the NUTRI Mk Mask is also paraben-free. They contain an exclusive blend of oils extremely rich in fatty acids and vitamins A, E and D, ideal for deeply nourishing dry, frizzy hair, leaving it soft, conditioned and revitalised.

The REPAIR products are designed to repair damaged hair and are ready to be mixed with Pure Pigments. REPAIR Sh Shampoo for damaged hair is sulphate and paraben-free and the REPAIR Mk Mask is also paraben-free. They contain Silk Peptides which distribute themselves along the hair, naturally accumulating in the more damaged parts of the fibre, reconditioning and strengthening the cuticle.

Pure Pigments are pure magic...


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New In Joico Colour Care

Color-Balance-Group Tif HRColour Infusing Shampoos & Conditioners that instantly refresh & enhance colour to fight the fade & a Colour Balancing Shampoo & Conditioner that neutralises unwanted brass tones in blonde and dark hair to boot the brass.

JOICO, the leading hair care company focused on innovation and healthy hair is launching new additions to its Colour Care Portfolio. 

JOICO Colour Infuse Shampoos and Conditioners

Recharge your red
Revive red’s fiery vibrancy between colour services with new Color Infuse Red Shampoo and Conditioner. This shampoo and conditioner instantly refresh red tones and enhance red highlights at the same time. The tone-enhancing pigments last through multiple shampoos, while boosting color vibrancy and shine.

Celebrate cured copper
Spice up ginger to deep auburn hues with new Colour Infuse Copper Shampoo and Conditioner. Coppers, especially light-coloured coppers or copper blondes, fade quicker than any other shade, and the sun will fade ends on even natural copper-reds. New Colour Infuse Copper Shampoo and Conditioner actually infuse hair strands with the perfect amount of copper dyes to enhance lighter copper shades or add a little copper tone in the case of blonde hair, and seal in the colour. Gently cleansing and conditioning, hair will have brighter, more vibrant colour, for keeping an even, rich and shiny ginger colour.

Beautiful boosted brown
Revive brunette hair and give it a gorgeous golden-brown glow with new Colour Infuse Brown Shampoo and Conditioner. Colour Infuse Brown is formulated specifically to make sure brunettes stay rich. This won’t cover highlights, instead it enhances warm tones, golden and honey hues, on light and medium brunettes – think Jessica Alba, Selena Gomez, Kerry Washington or Halle Berry. Perfect for refreshing colour, it’s great on natural, even virgin hair (as ends tend get lighter) providing a natural infusion of colour so tones stay even.

The science behind the magic

Anionic Dye Technology: An exclusive technology that ensures that colour enhancing dyes attach to the hair fibres and stay there when hair is shampooed.
Multi-Spectrum Defense Complex: A blend of green tea, antioxidants and sunscreens that help fight both the physical and environmental factors that cause hair to fade.
Bio-Advanced Peptide Complex™: JOICO’s powerful reconstructive technology proven to repair existing hair damage and prevents future damage for up to 25 shampoos.

JOICO Colour Balance Shampoo and Conditioner

Beautiful balanced brown
Neutralise brassy & orange tones in blonde (ombre and balayage mostly) or lightened & highlighted brunette hair with new Colour Balance Blue Shampoo and Conditioner. Blondes and dark-haired beauties don’t have to fear lightening with JOICO’s true-blue brass-banishers, specially formulated to keep lightened or highlighted naturally dark brunettes from turning that dreaded shade of “orange”. Thanks to a perfect dose of tone-correcting blue pigments and JOICO’s color-protecting Multi-Spectrum Defense Complex™, Colour Balance Blue instantly neutralises those unsightly brassy/orange tones, while preserving 89% of hair colour for up to 18 washes (or 6 to 8 weeks) when using Colour Balance Blue Shampoo and Conditioner together as directed.

The science behind the magic
Blue pigments: Blue neutralises brassy/orange tones in blonde, lightened/highlighted naturally dark brunette hair.
Multi-Spectrum Defense Complex: A blend of green tea, antioxidants and sunscreens that help fight both the physical and environmental factors that cause hair to fade.
Bio-Advanced Peptide Complex™: JOICO’s powerful reconstructive technology proven to repair existing hair damage and prevents future damage for up to 25 shampoos.

 Color-Infuse-Group Tif HR

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