Last week, KEVIN.MURPHY launched the luxurious new salon-only experience, TREAT.ME in Sydney. Working as a deeply nourishing facial for your hair, the TREAT.ME range creates ultimate strength, softness and smoothness and is inspired by skincare ingredients that deliver deep conditioning, shine and nourishment with lasting results. Designed for an in-salon only experience, the TREAT.ME range contains full strength treatments that use the best of nature and advanced skincare technology.
“I saw women’s hair was not responding to a generic ‘one size fits all’ approach to treatments so I decided to focus more on texture-specific therapies to hone in on more specific hair concerns,” says international editorial stylist and Founder, Kevin Murphy. After researching and testing a myriad of ingredients, Murphy found that a serum type treatment, like that used in skincare, could be very effective due to the high concentration of active ingredients. These ingredients were found to be more potent or active at the onset of mixing and had very effective, long lasting results.
By using skincare ingredients like Moringa Oil and Gardenia Extracts in the structure of a serum, Murphy was able to work with a smaller molecular structure enabling the ingredients to absorb into the cortex.
“I used an all-vegetable and plant protein system with over 26 amino acids alone coming from plants. These plant ‘super proteins’ are very close to the hair’s structure therefore they penetrate easily. The results on the hair show that vegetable and plant proteins strengthen the hair shaft by depositing themselves in the gaps created by heat styling and chemical services, making the surface supple, more elastic and smoother,” says Murphy.
The treatments are kept in separate bottles to remove the need for a chemical stabiliser, which can take the ‘life force’ from a product and are only mixed moments before application. Mixing the two active ingredients results in a reaction between the two substances that cannot be achieved in a pre-mixed product.
TREAT.ME is available in a number of customised treatments designed to suit individual needs, including REPAIR, NOURISHMENT, COLOUR PROTECTION, ANTI-AGEING, VOLUME, and DENSITY.
-TJ