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Alfaparf Holds Launch Event in Beverly Hills for New Semi Di Lino

Anne Moratto | October 21, 2013 | 12:17 PM
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Josh Banks working backstage
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Alfaparf Holds Launch Event in Beverly Hills for New Semi Di Lino

Alfaparf Milano debuted a new care, condition and treat line, Semi Di Lino, in Beverly Hills on October 21, 2013. To demonstrate the shine and color-enhancing qualities of this flax seed-infused system,"Architect of Design" Josh Banks chose to style members of a burlesque dance troupe onstage at club Greystone Manor.

"Instead of models, working on dancers lets me show you the movement in the hair and also spotlight the color; you notice both when you watch them perform, " says Banks. "Even with lots of product, the hair is still soft and workable and the color under the lights has so much shine and depth."

Alfaparf Holds Launch Event in Beverly Hills for New Semi Di LinoBackstage before the show, Banks prepped the dancers, giving one a faux bob that was released on stage, another was given baby-blonde extensions that were cut on platform.  Others were curled and set then stepped on stage to have Banks build out and enhance the texture.

Semi Di Lino has three systems for different hair types and concerns:

•Diamond for shine & vitality - designed for all hair types

•Moisture for shine & hydration - designed for dry, tangled hair

•Reconstruction for shine & repair - designed for damaged, fragile and brittle hair

All Semi Di Lino products feature:

•Shine Fix Complex to add overall brightness and 24 hour time-released shine.

•Color Fix Complex that is color & Keratin Smoothing treatment safe and "has been proven to maintain 91% of color intensity after 9 washes."

•A new formulation free from allergens, mineral oils, sulfates, parabens, & paraffins.

www.alfaparfmilano.com

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