The word "fat" takes on a whole new meaning when it comes to hair - we love it. A full head of thick, shiny, luxurious hair is considered youthful and beautiful. Thinning hair is frequently associated with a decrease in the number of hair fibers on the head, but hair diameter also plays a significant role in hair thinning. Hair diameter can decrease during different stages of life and even a small loss in diameter can have a significant visual effect.
Nioxin, stylists' choice for thinning hair, is launching its new DiaMax with HTX in January, 2012. DiaMax is a thickening treatment that has been scientifically designed and tested to increase the thickness of each existing hair strand for beautiful, thick-looking hair. "It is the first product to bring this innovative new technology that delivers results after the first use," says Dr. Frauke Neuser, principal scientist for Nioxin.
Some medications that claim to fight thinning hair or hair loss – including prescription medication – target mainly the number of hair fibers, not necessarily the diameter, and have to be taken for up to six months before showing noticeable results. For men and women experiencing thinning hair, having to wait so long to see visible results can be frustrating.
“As a leader in thinning hair for more than 22 years, Nioxin has a rich history of offering products that effectively address multiple aspects of hair thinning. Today, our research on hair thinning, insights into the important role of hair diameter and inspiration from skin care research have led to the development of new DiaMax with HTX,” continues Dr. Neuser.
How does it work?
DiaMax is an intensive leave-in treatment that increases the thickness of each existing hair strand and strengthens hair resilience against breakage. It works on the outside of hair from the first use, providing immediate cosmetic benefits that enhance hair’s appearance. It also penetrates into the hair, making it more manageable and full without making hair sticky. It may be used on wet or dry hair so people can style their hair as usual.
"Your hair is like your favorite silk blouse - you want to take extra care of it so you can wear it beautifully every day," says Vinnie Ferrara, design team, Nioxin.
DiaMax with HTX was developed by P&G Beauty scientists from around the world, who combined a "skin care inspired approach for hair" with advanced research findings. HTX is an advanced complex that includes ingredients you're more accustomed to seeing in skin care products, but that work well when applied to hair and scalp.
Independent corroboration
DiaMax has undergone extensive testing by scientists around the world and has been proven in external, independent third-party testing to effectively thicken hair. These findings have been validated by The North American Hair Research Society (NAHRS), a leading hair research body comprised of more than 100 dermatologists and hair researchers, which has awarded DiaMax the NAHRS Seal of Recognition for thickening each hair strand. DiaMax is the first salon product to receive this award for a thickening benefit. It is designed to complement the existing Nioxin collection and may be used alone or in conjunction with any Nioxin products.
The Diamax Effect
Beginning December 1, 2011 stylists and consumers can visit www.DiamaxEffect.com to enter the sweepstakes to win a free, full sized sample of DiaMax. The sweepstakes will be open for the entire month of December and all visitors have to do is submit their contact information and “nominate” their stylist or salon. In early January, 15,000 winners will be notified and sent their products samples.
Nioxin DiaMax will be available at salons nationwide beginning January, 2012. Average retail price is $50.00. For more information on DiaMax or to learn more about the full Nioxin collection and how to locate a participating salon, call 1-800-628-9890 or go to the Web site, www.nioxin.com.
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