Alberto VO5® launched its second annual "National Anti-Frizz Month," empowering women to fight August's dog days through expert advice, deep savings on VO5 frizz-taming products and a Hot Oil Hot Summer Sweepstakesoffering chances to win big with cash and other prizes.
Key among that mane-taming advice: understanding why frizz happens, and the roles that "good oils" and pre-treatment play in keeping hair manageable, healthy and beautiful. "Frizz is caused when water, found in humid hair, modifies hair's structural protein, causing our hair cuticles to let loose, and literally spring out of control," said Nina Riley, VP of Marketing for Alberto VO5. "The key is preventing that process early-on, starting with pre-treating the hair before shampooing with products like VO5 Hot Oil Treatment, which smooth out the cuticle and keep frizz from taking hold."
Those who dread August's frizz-inducing tropical atmosphere are far from alone. A study conducted by VO5 found that approximately 87 percent of US women deal with frizzy hair, 25 percent of whom have resorted to measures as drastic as staying home on bad hair days.
To help prevent and manage frizz, VO5 recommends a five-step process, from pre-shampoo treatment through styling:
- Step 1 – Pre-Shampoo Treatment. VO5 pioneered mass Hot Oil Treatment, with a 5-vitamin and protein rich formula to moisturize and condition hair from roots to ends, helping to restore shine, strength and silky softness while smoothing hair cuticles and helping prevent frizz. One minute once a week is all it takes to avoid frizz.
- Steps 2 & 3 – Shampoo and Condition. Products like VO5 Salon Series Smooth + Sleek Shampoo and Conditioner contain a unique smoothing complex that helps manage unruly hair and help eliminate frizz, pronto!
- Step 4 – Styling Prep. VO5 Salon Series Anti-Frizz & Shine Styling Cream preps hair for the rigors of styling by nourishing hair, reducing frizz and boosting shine.
- Step 5 – Finish. Use Perfect Hold Non-Aerosol Hairspray to help fortify your hair for a healthy shine that perfectly finishes any style.
All throughout August, Alberto VO5 will offer frizz fighting tips and tricks on its website, featuring expert advice on video from Monique Frausto of Curves and Chaos and Jill Seiman of Glamamom, a frizz-fighting toolkit and coupons for VO5 product. On the VO5 Facebook page and website, VO5 fans will have the chance to win up to $5,000 in cash and Alberto VO5 products through a Hot Oil Hot Summer Sweepstakes.