Noticed on Sephora.com a new brand called HerCut that targets your hair style before your hair condition or type. One of five styling products aim to support long layers, bobs, pixies, shags and blunts by using ‘cut-specific polymers’ combined with positive, negative or neutral charges (yes, I’m lost too now) to give optimal styling benefits. Oh, really? I’m not sure what to make of it. My gut reaction is ‘yeah, right’ and it will take some serious convincing that negative charges will make one jot of difference to a pixie or a bob, for example. Long layers or a shaggy cut I can just about stretch to understanding might need a differently formulated product, or that sleek or rough looks need different things, but there are a million and one styling products out there already that do the job and don’t claim ‘cut-specific polymers’ as an ingredient. What do you say?
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I think it sounds quite interesting and a good way to guide people through the minefield that is styling products.