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Croda launches Croda Plex System to meet growing demand for plex products

The new system has been designed to protect hair integrity during and after colouring and bleaching services.

Bond multipliers - a recently established hair care offering - recorded a 525% sales growth between 2014 and 2015 according to data from Kline and Company. Considered by many to be a revolutionary treatment, bond multipliers are designed to build hair bonds and improve hair integrity. The prospect of bond building has tremendous appeal because hair bonds are broken during the damaging bleaching and coloring process.

Croda is committed to catering to evolving market needs. That’s why we created the Croda Plex system – because we wanted to help our customers meet the growing consumer demand for bond multipliers,” said Denise Costrini, Marketing Manager - Croda North America.

Croda’s new Plex system builds bonds and boasts unique heat-activated properties that protect the cuticle during blow-drying.

After using the Croda Plex system and blow drying the hair, tests revealed that the Croda Plex system increased bond-building and increased hair integrity over a super-bleached control and versus the Commercial Plex benchmark,” said the company. In salon tests, the Croda Plex system left hair feeling stronger after Step 1 and all wet attributes of the hair were rated favorably and comparably to a commercial Plex system after Step 2.

The Croda Plex system is powered by several Croda ingredients, including:

  • Crodasone Cystine, a copolymer of the amino acid cysteine and a silane that covalently bonds to hair to impart conditioning benefits.
  • Keravis, a powerful hair strengthening active that acts on all of the three fundamental parameters of hair strength: tensile properties, bending modulus and cuticle abrasion
  • Crodazosoft DBQ, which softens the hair while defending against cuticle abrasion and helping to protect artificial colour.

V.G.

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