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Shu Uemura Art of Hair Launch Urban Moisture Collection

Launching a hair collection made to make hair feel like it’s encased in a protective bubble, Shu Uemura Art of Hair provided a safe haven for event attendees, complete with a third-story, secluded location (The Private Kitchen) in Sydney, ballerinas dancing in zorb balls (you read that right) and fish eye lens parting gifts that give all photography an all-encapsulating bubble effect. The theme of the event was overarching, anchored by the strong message of what the new products can deliver.

Decorated with wild orange flowers and roses to match the bright orange product aesthetic, the lunch focused on what Shu Uemura Art of Hair’s all-new Urban Moisture collection uniquely offers the hair market. The event welcomed the brand’s General Manger, Sandra Kelly, Marketing Manager, Alexandra Shadbolt and National Education Manager, Bridget Noonan to discuss the new product’s many drawcards. Rachel McAdam, Medical Relations Manager for L’Oréal Active Cosmetics Division also spoke, discussing the effect of environmental aggressors and pollutants on skin, a pertinent concept in the make-up of the new hair range.

The hair collection is comprised of four important products – a Hydro Nourishing Shampoo and Conditioner that both leave the hair protected, nourished, softer and shinier, as well as a Hydro Nourishing Deep Treatment specifically aimed at those clients with thick, dry hair. The hero product is the new Hydro Nourishing Double Serum, a bi-phase serum with a unique mix of serums that shields the hair surface, encasing it in the ‘bubble’ that is so key to the product range’s message.

Together, the range combats aggressors such as pollution, dust, UV exposure, harsh water and temperature changes that affect that busy Shu Uemura Art of Hair urban woman. The range includes Red Algae Extract that moisturises the hair and stimulates cell regeneration, Moringa Extract to remove pollutants from the hair and the scent of Soft Camellia, all combined with cationic agents for maximum softness and health.

Capped with a decadent lunch and plate of unique, Japanese inspired desserts (green tea tiramisu anyone?), Shu Uemura Art of Hair captured the essence of the brand and the new range at the intimate Sydney event – showcasing prime innovation, a sense of their unique Japanese culture, optimal luxury and real solutions to hair health concerns. You understand why we never wanted to leave the bubble.

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