The all-new range, technology and campaign from Fudge Professional is based around the idea of care or, more specifically the notion of Care To Be Different, as that theme pertains to the brand ethos, new products and more. Within these dynamic launches, Fudge Professional’s innovative hero technology, Opti-Plex, headlines new products that will be boosting your services and streaming off your shelves.

The brand is attempting to fix and aid broken, brittle hair as damaged by heat styling, brushing and other natural and synthetic aggressors with these pursuits, which is where Opti-Plex Technology is vital as a repairing hair hero. This technology is able to settle into the gaps of hair cuticles, build bonds inside the core of the hair, repair the hair’s natural protective shield and regenerate and smooth each strand. There is also colour lock technology that prevents hues from fading.

Hair can be damaged in so many ways, from mechanical damage to thermal damage, environmental damage, chemical process damage and aging, and this technology addresses all of those problems. These issues mean that the cuticle is lifted and, after being damaged, never returns to its flat state. Also, colour can break down disulphide bonds and weaken the cortex of the hair. Hair integrity and bond building products are more vital than ever – cue, Fudge Professional and Opti-Plex.

Beyond those functions, Opti-Plex works to repair and close down cuticles, so that consumers don’t perceive this damage to their hair as making it weaker, unmanageable or rougher. “I would say in coloured hair this is even more important, if cuticles are still partially lifted or damaged then the colour loss is going to be greater,” explained Dr Paul Evans, the brand’s technical director.

Uniquely, Opti-Plex can sit between the inside and outside of the hair, benefitting all areas. It penetrates the cuticle while dually sitting on the surface for more general lubrication and reinforcement. This allows for cross-linkage on both sides of the follicle for smoothness, strength and flexibility all in one. The technology contains hydrogenated vegetable protein, which is vital in this endeavour.

The technology has a real-world effect on the hair, aiding damaged locks and building strength, shine, smoothness and overall health. The technology is crucial in the brand’s cult blonde products, which have also been given an update, with new products that boast this technology for optimal care and banish brassiness for the whitest possible blondes. A new Clean Blonde Damage Rewind Shampoo and Conditioner contain maximum strength violet micro-pigments fused with the brand’s new care technology for optimal colour and quality.

In terms of brunettes, the brand’s new Cool Brunette Blue-Toning Shampoo and Conditioner fuse these innovations with blue micro-pigments to eliminate red and orange tones, as well as enveloping each strand in a 24 hour fragrance. Hair is left stronger and healthier with covetable colour.

The Damage Rewind Reconstructing Shampoo and Conditioner benefit as well from the locked in colour technology, while reconstructing and protecting bonds with Opti-Plex Technology and the HairGuard Complex, to leave hair up to 90 per cent stronger. The pair of Xpander Gelée Shampoo and Xpander Whip Conditioner add bulk, densifying hair by up to 180 per cent and using weightless fibre-dense technology for strength and bounce.

Lastly, the Luminizer Moisture Boost Shampoo and Luminizer Weightless Conditioner provide instant illumination with the use of Micellar Oil Complex, as well as Smoothing-Swish technology for overall weightless hydration.

Fudge Professional continues to be renowned for its unique and innovative approach to colour and care, with Opti-Plex as the new must-have ingredient thrown into the mix. Ensure your clients have their healthiest hair this summer and beyond.

For more information visit www.sabrecorp.com.au or call 1300 764 437