Sebastian Professional Introduces New Color Ignite Care Collection

SEBASTIAN PROFESSIONAL INTRODUCES NEW COLOR IGNITE CARE COLLECTION AND ANNOUNCES LATEST VISIONARY, THE SOUNDS’ FRONT WOMAN, MAJA IVARSSON

-- “Smart Color Complex” Technology Reads the Needs of Color-Treated Hair --

WOODLAND HILLS, CA., March 8, 2011 /PRNewswire/ — As part of its constant effort to offer versatile products that maximize stylists’ creativity and fearless self expression, Sebastian Professional has once again put its ear to stylists’ stomping grounds to discover how to better enable their talents and, in turn, amaze their clients.

In March 2011, Sebastian Professional will proudly inject new potential into its line-up with the launch of Color Ignite, an all-new color care offering. This unique line of professional color care products offers two custom-tailored formulas designed according to the color techniques used – SINGLE TONE for single tone colored hair and MULTI TONE for multi-tonal and lightened hair.

“More than 80 percent of our clients across the globe color their hair,” says Reuben Carranza, CEO, P&G Salon Professional North America. “We recognize the role color care plays in preserving salon color and shine results. With Color Ignite, we’re delivering a product offering that recognizes the hair damage consequence and concern while still applauding the truest representation of hair color artistry.”

SPECIALIZED TECHNOLOGY BROUGHT TO SEBASTIAN HAIR CARE

The coloring process, by way of course, alters the chemical structure of the hair shaft, stripping it of its protective “f-layer,” which is responsible for holding onto conditioning ingredients. With the f-layer compromised, the hair shaft becomes very “thirsty” and will absorb water quickly and more easily. Since water alone is responsible for 80% of color loss, it’s important to care for color-treated hair with a shampoo and conditioner that contain the appropriate ingredients working in concert to allow conditioning properties to adhere to hair.

To address this, Sebastian Professional formulated its new Color Ignite regimen with “Smart Color Complex,” which contains Smart Polymers in the shampoo that allows conditioning agents to adhere to the color-treated hair. Smart Color Complex intelligently recognizes, responds and reacts to the varying conditions of single tone or multi-tonal and lightened hair for individualized results.

Through two unique shampoo and conditioner offerings, Sebastian helps address the need to protect and preserve results so hair rocks exceptional shine and color vibrancy.

* In SINGLE TONE Shampoo and Conditioner, for single tone colored hair, the “Smart Color Seal Complex” helps seal the cuticle and smoothes the hair surface.

* In MULTI TONE Shampoo and Conditioner, for multi-tonal and lightened hair, the “Smart Color Moisture Complex” targets damage or gaps on the hair strands and helps restructure them to unleash color vibrancy on both the colored and highlighted strands.

NEW Whipped Form: Color Ignite conditioners come in a new light, whipped form and provide effective spreadability and even application across all hair fibers. The whipped form has thousands of micro bubbles that create a super thin veil of color protection polymers that reach and wrap each hair fiber, adding shine to your outstanding color.

Beginning March 2011, Sebastian Professional’s new Color Ignite collection will be available at 10,000 salons nationwide for a suggested retail price of $14.95 (Shampoo) and $16.95 (Conditioner). For more information, please visit: www.sebastianprofessional.com

THE SOUNDS OF INSPIRATION – MAJA IVARSSON

As a part of its constant mission to source bright, bold new visionary muses for inspiration to its stylists and consumers, Sebastian took to the music industry to discover its most captivating star yet to represent Color Ignite. Chosen for her colorful energy and magnetic allure, Maja Ivarsson from the band, The Sounds, represents the essence of vibrancy and serves up the highest inspiration for untamed, fearless self-expression.

The perfect combination of glamour and attitude, Maja is not only the hottest dame shocking the universe with her powerful vocals, she’s also turning heads and making a name for herself for her provocative fashion sense, too. Since the day this Swedish siren burst onto the scene, Maja has time and again proved her appeal as a daredevil singer with mega-watt style.

About P&G Beauty & Grooming

P&G Beauty & Grooming products help make beauty dreams real for women worldwide and help men look, feel and be their best everyday. With more than 100 brands available in nearly 130 countries, P&G’s beauty and grooming products delivered sales of over $26 billion in fiscal year 2008/09, making it one of the world’s largest beauty and grooming companies.

P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene®, Olay®, Head & Shoulders®, Max Factor®, Cover Girl®, DDF®, Frederic Fekkai®, Wellaflex®, Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice ’n Easy®, Venus®, Gillette®, SK-II®, Wella Professionals®, Braun® and a leading Prestige Fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss®, Lacoste®, and Christina Aguilera®. Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brands.