Tuesday, 31 March 2020

Azure Planet Friendly Haircare

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AZURE a revolutionary new haircare line which is natural, vegan and free from sulfates, parabens and silicones in sustainable sugarcane bottles and with transformative ingredients has been launched by Lesley Clarke, co-founder of the Nicky Clarke hairdressing, haircare and styling empire.

Promising highly effective, affordable haircare which is also kind to the planet, AZURE’s 14 shampoos, conditioners and hair styling products have been developed using Lesley’s 30 years of industry insight and market-leading expertise. AZURE is available exclusively in Boots’ stores and on boots.com from February and is the first brand to launch from Lesley’s new company, Planet Friendly Beauty. Prices start from £9.99.

Naturally-sourced ingredients – including avocado oil, sugars from seaweed, chia seed extract, and jasmine scent – combine to create a truly holistic collection of products developed to rectify the most common hair complaints including frizz, split ends, flyaway hair and protection from the elements.

Packaging has also been developed with the natural world in mind – all bottles are created with sugarcane, which is 100% renewable, and the bottles, caps and even labels are 100% recyclable. 

Set to be the new must-have in anyone’s haircare armour is the Smooth and Curl Miracle Lotion – a leave-in conditioner styler which Lesley says has “completely transformed” her hair.

Featuring a powerful ingredient that retains curl memory, as well as white tea and violet leaf, natural coconut water and flax seed extract, this intensely nurturing leave-in styler has been specially formulated to banish frizz and show-off curls while protecting natural texture and shine. An anti-pollution ingredient also helps protect against outside damage.

AZURE creator, Lesley Clarke, says: “AZURE is an idea I’ve been working hard on for years and I’m really proud of every single product that we are launching. The Smooth and Curl Miracle Lotion is my absolute favourite – it really is a miracle worker and I can credit it for completely transforming my hair. It can be used as a leave-in conditioner on wet hair; or in between washes on dry hair to define curls or redefine a smooth style. Its versatility means that it is suitable for all hair types – especially when used as part of the Smooth and Curl regime, with its complementary shampoo and conditioner, it really does improve manageability, strength and condition instantly.”

The Smooth and Curl Miracle Lotion is part of the SMOOTH AND CURL range – specially created for complete frizz and curl control. There are currently three further ranges in the AZURE line, including:

  • AMPLIFY – root lift and body for fine flyaway hair.
  • HEALTHY SHINE – for beautifully strong hair with all-day protection.
  • RESCUE AND REPAIR – the ultimate secret weapon to repair split ends and damaged hair.

Lesley Clarke continued: “As a mother and a grandmother I am extremely passionate about the impact that our actions are having on the environment and the legacy that we are leaving behind for younger generations. As such, it was hugely important to me that this line was as kind to the planet as it is to your hair. But that doesn’t mean losing the fun from doing your hair and that is what AZURE is about – products that look and smell fantastic but are gentle on person and planet.

“Every single product stands up to the every day hair issues that all of us fight against – whether that be frizz, split ends, lack of shine or flat, flyaway hair. At the same time, they have all been created using natural ingredients and are free from sulfates, parabens, silicones and gluten. They are also vegan and cruelty-free.

“We are also committed to sourcing environmentally friendly packaging and supply solutions and our bottles are created using sugarcane which is a 100% renewable material. Almost all of our packaging, including bottles, caps and labels are completely recyclable – they just need to be rinsed before recycling.

“Creating hard-working beauty products that are planet friendly is a long-standing commitment and we will continually be looking at developing new products which are highly effective yet don’t have a negative impact on the environment.

“This line and everything that it stands for is extremely close to my heart and I’m excited for people to try the products and see the results that Planet Friendly Beauty can bring.”

More detail on AZURE’s four ranges:

SMOOTH AND CURL – specially created for complete frizz and curl control. As well as the Smooth and Curl Miracle Lotion, there is a Miracle Shampoo and Conditioner. With frizz eliminating ingredients, the range is ideal for those looking to embrace their natural curls or create sleek styles.

AMPLIFY – root lift and body for fine flyaway hair. The Amplify Volumising Shampoo and Conditioner and Featherweight Styling Cream promise to transform fine, flat hair into fuller thicker hair. With specifically specially chosen natural ingredients to help repel grime and let hair shine through, the hair boosting products in this range will also help stimulate growth and thicken hair. 

SHINE – for beautifully strong hair with all-day protection. Perfect for all types of hair, the Healthy Shine range will strengthen and protect hair against the elements. The Healthy Shine Strengthening Shampoo and Conditioner are packed with glow-inducing natural ingredients to create shine and added control. Also available is an Anti-Pollution Shield and an Xtreme Heat Protecting Shield which feature a range of active natural ingredients that to help create a barrier against UV, environmental and heat damage.

RESCUE AND REPAIR – the ultimate secret weapon to repair split ends and damaged hair. The Rescue and Repair Revolutionary Shampoo and Conditioner, Leave-in Conditioner and Intense Mask have been specially formulated to seal down hair cuticles that have been damaged through colouring, bleaching and excessive heat from styling tools. These caring products will help achieve long lasting repair to damaged and abused hair, with ingredients to protect against pollution and to mend tired, split ends.

Available at major Boots stores throughout the UK and at Boots.com

For more information visit www.planetfriendlybeauty.com