ALFAPARF MILANO launches Thirsty and Hair with Bad Habits

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.

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