Pureology Pure Volume Shampoo, Conditioner, Blowdry Amplifier, and In Charge

The Pureology, “serious colour care,” line of hair products designed using “nano technology” for color-treated hair is ascribed to providing an unmatchable line of non-animal-tested, biodegradable ingredients bottled in recyclable packaging. If the earth friendly commitment doesn’t sell it, Pureology’s partnership with the National Ovarian Cancer Coalition certainly will. And, have I mentioned that in 2008 Pureology was the recipient of awards by both Allure and Fitness Magazine?

Despite the ethical philosophy and industry recognition, this critic was somewhat skeptical upon taking the first whiff of Pureology Volume Shampoo because, frankly, the scent was almost identical to that of the generic mini-shampoo that I once snagged during a road-trip stopover at a highway-side motel. The product website says that it offers both an “indulgent aromatherapy fragrance experience,” and contains “addictive aromatherapy fragrances of amber, mandarin, patchouli,” but “indulgent” or “addictive” don’t really seem to be appropriate modifiers in this case.

That being said, following the easily-latherable yet distastefully-scented shampoo, it came as a pleasant surprise that the accompanying conditioner provided a pleasant floral aroma. And yes, the products did deliver when it came down to the volume-enhancement purpose for which they are so prized.

Other products that are available in this line include the Blowdry Amplifier and Incharge styling spray, both useful for a volumized, color-preserving regimen promised to “create radiant vibrancy.” The blowdry amplifier surprisingly also tames frizz, as does the finishing sheen resulting from a mist of Incharge. Overall, the combined products are sure to offer a socially-conscious, pleasantly-volumous and none too odorous coif.

Jessica Stein

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