BC Hairtherapy relaunches entire line
Media and industry experts learn about new technology behind products
Feb.5, 2010- Toronto restaurant, Sassafraz, hosted an exclusive Schwarzkopf Professional luncheon for media and stylists announcing the official relaunch of the entire BC Hairtherapy line on Jan. 27.
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Present to answer media questions about the new line was Frank Barbosa, lead stylist on set of the film Sex and the City 2 and a huge fan of BC Hairtherapy products. Barbosa used BC Hairtherapy products on set for the hugely popular TV and film franchise's upcoming release. Also on hand to address questions about the line’s new technology was Susan Boccia, national trainer for Schwarzkopf Professional.
How does it work? Boccia explains that Amino Cell Rebuild Technology mimics protein present in human hair as it is based on complete sequences of nine amino acids. This means these products go one step further by actually rebuilding the hair’s architecture rather than just filling in the structural gaps. After this quick lesson and a delicious lunch, attendees were also diagnosed by professional stylists and offered a tailored package of products to test out. Can’t wait to try it out yourself? BC Hairtherapy hits salons in March 2010.
-By Melissa Brazier
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