PAUL MITCHELL UNVEILS NEW LOOK FOR AWAPUHI WILD GINGER PLUS THE ALL-NEW HYDRASOFT COLLECTION
Posted by LEWIS THOMAS
PAUL MITCHELL UNVEILS NEW LOOK FOR AWAPUHI WILD GINGER PLUS THE ALL-NEW HYDRASOFT COLLECTION
The new packaging reflects the brand’s efforts to reach environmental goals
The new collection instantly transforms hair with deep hydration, supreme softness and shine without the weight. But hair isn’t the only thing transforming; Paul Mitchell has unveiled the all-new look to the entire Awapuhi Wild Ginger Collection. Designed in homage to the brand’s Hawaiian heritage, the reimagined packaging is made from at least 25 percent post-consumer recycled materials to reach the brand’s environmental goals.
Paul Mitchell’s ongoing commitment to sustainable business practices and journey to make a positive impact on people and the planet inspired the change to the Awapuhi Wild Ginger packaging. Black packaging almost never gets recycled, so to prioritize recycling and innovation, the new bottles and tubes are made from 25 to 100 percent PCR materials. What’s stayed the same? The color-safe, sulfate-free (without SLS, SLES, ALS), high-performing formulas and tropical-inspired fragrances that Awapuhi Wild Ginger fans love.
To continue adding to the beloved Awapuhi Wild Ginger line, the launch of the HydraSoft collection invites professionals and guests to treat every strand to a smooth, touchable, healthy-looking finish. When using the HydraSoft Shampoo and Conditioner as a regimen, hair condition improves by 89 percent, resulting in softer, smoother-looking hair. The line is infused with a HydraTriplex™ blend of amino acids, vegetable protein and nourishing oils to deeply hydrate, and bind the seal the hair. It also contains Hyaluronic acid, vegan collagen, and plant extracts to add optimal hydration without weighing hair down.
The new Awapuhi Wild Ginger HydraSoft Collection includes:
Awapuhi ginger is a native Hawaiian plant packed with 19 amino acids and provides natural nourishment for dry and damaged hair. Paul Mitchell Awapuhi Wild Ginger products are sustainably harvested from the Paul Mitchell Awapuhi Farm, which has been lovingly cared for by the same family for over 40 years. Each plant is carefully harvested using time-honored practices. A portion of each root is replanted for the following year’s harvest. Learn more about Paul Mitchell Awapuhi Wild Ginger Farm here: https://www.paulmitchell.com/awapuhi-wild-ginger
The new packaging will be available from February 2024. The Awapuhi Wild Ginger HydraSoft Collection will be launched March 2024 and stylers in April 2024.
A note from John Paul Mitchell Systems: It has been devastating to watch the impact the recent wildfires have had on Hawaii. John Paul Mitchell Systems has deep roots and big love for the islands. Hawaii is the company’s heart and second home, where co-founders Paul Mitchell and John Paul Dejoria established the Paul Mitchell Awapuhi Farm in 1983. JPMS has donated to the Maui Food Bank, Baby2Baby, and Greater Good Charities to help those who have been affected by this tragedy.
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About John Paul Mitchell Systems®
John Paul Mitchell Systems®, a top manufacturer of salon-only professional hair care products, has been serving the professional beauty industry for 40 years. The company produces salon-quality hair care, hair color, and styling tools through a family of brands including Paul Mitchell®, Paul Mitchell® Professional Hair Color, Paul Mitchell® Pro Tools™, Tea Tree, Awapuhi Wild Ginger®, MITCH®, MVRCK®, Neuro®. JPMS™ was the first company to take a stand against animal testing since its inception in 1980. In accordance with Co-Founder and Chairman of the Board John Paul DeJoria’s motto, “Success unshared is a failure,” the company has a strong commitment to giving back, supporting a wide range of philanthropic causes both domestically and internationally. For more information, visit us at paulmitchell.com | paulmitchellpro.com | @paulmitchellpro |@paulmitchell
