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The Truth Revealed


Frizzy hair days are now a thing of the past with the new Paul Mitchell CURLS collection – a timely line of products all about zero sulfates, zero frizz, and zero crunch. The latest line to join the Paul Mitchell product portfolio (following Forever Blonde), CURLS is the answer to a long line of real ‘curlies’ needs and desires, plus important facts including:

Paul Mitchell Curls Collection

• 59 per cent of curly-haired consumers spend $26.00 or more per month on hair products (a third more than their straight-haired counterparts)
• 75 per cent of curly-haired consumers use three or more products daily, all in the quest for coveted curl perfection
• 55 per cent of the world’s population has naturally curly hair – 98 per cent of them are in search of a frizz-free hair day right now.

John Pizzey, Managing Director 365

The line consists of Spring Loaded Detangling Shampoo, Full Circle Leave In Treatment, Ultimate Wave Beachy Texture Cream-Gel and Twirl Around Crunch-Free Curl Definer, and is at the core of one of the most innovative social media strategies our industry has seen. The campaign includes ambassadorship from high profile fashion bloggers including Christina Caradona of Trop Rouge, and has welcomed regular ‘curl girls’ into the studio to play model and genuine endorsement.

Kobi Bokshish with Madge

CURLS boasts its very own microsite that invites ‘curl confessions’ for the clients’ ultimate educational tool and push to professional hairdressing.

Kobi with beauty editors

Set at Surry Hills’ Orto Trading Co, John Pizzey hosted the event and discussed the heritage, development and future of the brand including Paul Mitchell co-founder/co-owner; John Paul DeJoria’s 365-year trust to keep the company ‘professional.’ Paul Mitchell Australia Master Associate and owner of Intershape Hairstylists (Bondi Junction); Kobi Bokshish was also on hand with beautiful wing woman (or ‘curl friend’); Madge who has been blessed with a beautiful head of curly hair. Flaunting the most beautifully defined texture minus the weight and crunch, Madge and CURLS inspired a collective conversation revealing the undetectable natural curl of several beauty editors’ at the table – nowhere to be seen courtesy of relentless heat styling and product overload. 

Safe to say the next Australian beauty launch may see the curlies outweigh the straight-ies! 

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