Saturday, 30 July 2011

Hair Color 2010

It is a fact that sun can be very damaging to our bodies. It is not only our skin that suffers, but also our hair. Exposure of hair to solar radiation makes hair susceptible to important chemical changes. If hair has been chemically treated (dyed, bleached, perm), it becomes more fragile and chemical changes due to the exposure to solar radiation become more evident. UV radiation alters hair cuticle cells, the most external part of the hair, making surface of the hair porous and rough. As a consequence, hair becomes hard to comb and it breaks easily since its resistance has been reduced. This can happen even after a few hours of solar exposure. More precisely, solar radiation is responsible for breaking disulfide bonds and decomposing an extremely important amino acid, tryptophan. Tryptophan is an essential amino acid that becomes part of the hair proteins (keratins). Amino acids are strictly connected to the essential course of vital processes. So, in order to protect hair from sun radiation, tryptophan in the hair has to be protected. Common conditioners can only temporarily mask damages caused by sun exposure, because once rinsed off they loose their function. Besides, such products make hair oily and heavy.

The restoration and protection of hair by Villa Borghini products is done through physical not chemical action. This means that color treated hair becomes silky and shiny after the first application. The shampoo cleans scalp and hair very well due to active ingredients. Special cation (Dimethylparamidopropyl Laurdimonium Tosylate) penetrates and fortifies hair form inside protecting natural and artificial hair color giving back the hair its natural characteristics of beauty and shine. The shampoo closes sheet-like cells of hair cuticle (the outermost layer of hair fiber) by making a protective film around each hair strand. Disodium EDTA neutralizes damaging action (to the hair pigment) of magnesium and calcium found in water.
The cream amplifies and locks in the action of the shampoo because of the high concentration of the active ingredient, Dimethylparamidopropyl Laurdimonium Tosylate, making hair shiny, smooth and preventing against breakage. It makes a protective film around each individual hair strand by closing sheet-like cells of the hair cuticle. It preserves natural pigment and color of color-treated hair from the damaging action of the environment and sun.