Wella Announces the Finalists of Wella Trend Vision Awards
This year’s awards centered around the Monochromatic trend, which is rooted in minimalism and intentional by design.
by Anne Moratto
New Launch: Lakmé Aura Smoothing Treatment
Meet Aura, the new smoothing service that's all about health, hydration and shine.
June 9, 2021
2 min to read
Lakmé USA has released a new smoothing treatment, Aura – a service that helps eliminate frizz and provide the hair with maximum hydration. It's a great fit for guests who want to enhance natural shine and achieve optimal hair health and beauty.
Aura is a hyaluroplasty service that is 100% vegan formaldehyde-free and is safe for hairdressers to use. Aura is formulated using a premium complex of hyaluronic acid, and its main characteristic is its hydrating power. Its molecules are hydrophilic water-lovers that can store water in the cells and tissue, helping to create a layer over the hair fiber for intense hydration and protection of the hair.
Aura is a cumulative treatment that is placed into the hair fiber. Each time the treatment is completed on a client, the hair is left softer and more hydrated than it was after the previous service.
“In my 30 years in the beauty business, I have seen a lot of hair straighteners, smoothing treatments, and other similar services. What we have in Aura is a combination of all these features. Aura is in its own smoothing category. One of the most important characteristics of Aura is that the health and integrity of the hair are enhanced after the service is completed,” said Steve DeCola, National Sales Manager at Lakmé USA.
Take a look at one woman's hair transformation using Aura to fight frizz and dullness:
Shop Aura at Lakme.com.
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