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Reverse-Wash Products Turn Haircare On Its Head

April 20, 2016: 12:00 AM EST
Personal care manufacturers are developing products for consumers looking for haircare products designed for reverse-wash routine. Driven by its growing popularity among bloggers and social media users, reverse-wash routine calls for using the conditioner first to soften the hair, then the hair is washed with shampoo to remove weight, leaving the hair “smooth, polished, and voluminous.” Also, according to experts in haircare science, reverse-wash is backed by scientific evidence. Haircare brand TRESemme partnered with model and TV host Chrissy Teigen to launch Beauty-Full Volume, a haircare system designed for reverse-wash.
Michelle Strutton , "Reverse-wash products emerge as the trend enters the mainstream", Mintel, April 20, 2016, © Mintel Group Ltd.
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