Oribe Offers Beauty Editors Blowout Perks While Unveiling New Hair Care Products

Oribe Event1It’s a luxurious treat for any gal to get her locks blown out by a hairstyle pro. Add in top-of-the-line hair care products and you’ve got yourself a win-win. Beauty editors (Launchpad included!) were in luck last Tuesday as they filled the chairs at the chic L’Appartement Hair Boudoir in NYC and were some of the first to experience the Full Flawless Iconic Oribe Blowout using one of Oribe Hair Care’s newest products, Imperial Blowout Transformative Styling Crème, set to launch in September.

The newest addition to the Gold Lust line wasn’t derived in any traditional ways: Oribe looked to skincare technology to create its luxe Imperial Blowout formula. “We really wanted to make something very nourishing and different for hair so we worked with our chemist and talked about what could be new and different,” explains Jessica Friedman, Oribe vice president of product development. “We talked about textures we liked and we had a skin care product we loved and kept thinking about what [could be the top-of-the-line] for hair.”

Oribe Event2After conducting an extensive investigation on skin care ingredients, Oribe found its hair care match with a formula that works and feels like a skincare cream yet performs like a hair care product. Think: It hydrates and plumps and fills in crevices and gaps in tresses just as facial moisturizers do for lines and wrinkles on skin. The result: “The hair strand itself is stronger, shinier and more structurally sound,” says Friedman. “It helps to create a healthy but also full and luminous blowout [that can last for days].”

The rich, soft, silky mixture goes through three phases once massaged into locks: It starts off as a cream, transforms into an oil and finishes as a powder. “I’m in the salon and do editorial work so I’m on both sides of the spectrum. I love that [Imperial Blowout] fits both,” says Kien Hoang, senior educator for Oribe and owner of Umbrella Salon. “It nurtures and polishes hair but [because it dries to a powder it] makes it very easy to build upon when I’m doing my editorial. It’s so cool. I get two-in-one!”

Oribe also gave editors a glimpse at some additional products on the docket. Set to launch next fall is Oribe Côte d’Azur Luminous Hair & Body Oil, a partner to its namesake fragrance. And on summer’s lineup: Oribe Cleansing Crème for Moisture & Control, which contains citrus extracts and purifying oils that gently remove dirt and debris without stripping hair; Oribe Curl Control Silkening Crème, which works to tame and hydrate curls; and Oribe Run-Through Detangling Primer, which offers heat protection while detangling and nourishing locks.  “I’m so excited about the detangler! It’s an old category of products but it seems like it’s on everybody’s lists,” says Oribe co-founder Daniel Kaner. “It’s great for the person who doesn’t want to wear a lot of product in their hair. And the Cleansing Crème is very cool. It has natural oils and is amazing for curly-haired people who don’t want the frizz.” –Molly Church

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