Drew Barrymore Goes Platinum Blonde

Drew Barrymore’s new lighter locks may have you wondering if it’s time for you to release your inner Hollywood blonde. IT&LY HAIRFASHION’s Master Colorist and CEO, Richard Zucckero shares a few tips on how to re-create this look using his world renowned cruelty-free hair color company which supplies products to hundreds of movie and TV sets each year.

“If your natural hair color is a dark to medium brown, a double process service is the only way to achieve perfect results,” reveals Zucckero. “It is a bit more costly and time consuming but the end result can range from the softest butter cream or honey to true jaw dropping platinum.  Remember that true platinum is a very cool, almost silver-blue with no hint of warm undertones.”

Many salon clients as well as professionals are hesitant to perform double process blonding because they remain locked on the past where bleaching required high levels of alkaline that left the hair in very poor condition.

The new generation of premium brand bleaches is referred to as decolorizers to reflect some of the most advanced technology in color.  IT&LY HAIRFASHION’s Easily Blond Powder and Blondly Cream are the finest examples of working with pH levels that are actually lower than many single process colors. This pH balance also provides more conditioning benefits.

HERE’S THE FORMULA for your hairdresser since the perfect high lift blonding simply requires professional only products and stylists.

Remember that a patch test is recommended prior to any hair color service.  If patch test is negative showing no hypersensitivity to the color proceed as follows

STEP 1: Using 1/8 inch partings apply IT&LY HAIRFASHION Easily Blond or Blondly Cream with 30 or 40 Volume Oxily Cream Developer.  Process for approximately 40 minutes WITHOUT HEAT.

When your hair has lightened to desired level, shampoo and rinse thoroughly. Do not apply any conditioner and gently towel dry.

STEP 2: Mix IT&LY HAIRFASHION’S NEW PASSION plus LIGHT  PLATINUM Cream Toner OR one of IT&LY’s beautiful Arctic Blond shades with 10 Volume Oxily Cream Developer.  Apply Roots to Ends and allow processing for 15-20 minutes. After processing, shampoo with IT&LY Pure Shampoo or Advanced Color Protection Shampoo.  Next, condition with IT&LY HAIRFASHION Pure Conditioner or Advanced Color Protection Conditioner…VOILA! Or shall we say bellisima!  The absolute perfect TRUE Platinum has been achieved.

OPTION 2:

IF YOUR HAIR IS A LIGHT BROWN…NO PROBLEM!  Choose IT&LY HAIRFASHION’s super conditioning SS Superlight Series, SSA/Silver or SSC/Ash and mix with 40 Volume Oxily Cream Developer according to instructions.  Apply in 1/8 inch partings using a virgin going lighter application and pull through to ends. Allow to process for 50 minutes WITHOUT HEAT.  Shampoo and Condition with either of the above referenced products and once more… bellisima.

About It&ly Hairfashion: In 1989, IT&LY Hairfashion N.A., Inc. began its mission to create a company that would manufacture and distribute the finest quality professional hair color and styling products.The main concentration was to have the company be one of the first producers of hair and beauty products to achieve the goal of zero environmental impact!

For additional information or where to purchase visit www.italyhairfashion.com