SILVIKRIN ANNOUNCE DARCEY BUSSELL AS NEW AMBASSADOR.

Former Prima Ballerina and TV Judge, Darcey Bussell reveals how Silvikrin helps her get as passionate about hair styling as she is about dance.
Monday, September 1, 2014 5:22 pm BST

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Iconic British beauty brand, Silvikrin partners with Darcey Bussell to launch the new Heat Styling range. And with research* by the hairstyling brand revealing that over a third (37%) of women in the UK only have a repertoire of two styles, it’s time to turn up the heat and reignite women’s passion for creating new looks.

To launch the partnership, Darcey stars in a series of striking imagery showcasing her favourite hairstyles created by Silvikrin’s celebrated Style Director, Michael Douglas. The looks are all styled using heated tools to demonstrate the benefit of innovative ThermoFlex technology, which helps to shield hair from heat damage** and encourages women to get creative without the worry of damaging their hair.

Darcey Bussell comments, “Throughout my career my hair has been preened and pulled and so it’s important to me to do everything I can to minimise further damage, without compromising on style. The new Silvikrin Heat Styling range is perfect as it not only protects my hair, but provides the added benefit of long lasting hold. Now I can get creative with heated tools all over again thanks to Silvikrin. I’m so delighted to be working with such an iconic British beauty brand.”

Photographer Elisabeth Hoff comments on the inspiration for the eye-catching imagery, “I wanted to capture a different side of her personality and in doing so creatively reflect the duality of the product. I really feel these images do just that.”

To help care for hair, Silvikrin’s top scientists created Thermoflex technology, which provides protection against all heated styling tools up to 230°. Thermoflex is a key ingredient in the Heat Styling range, which includes the NEW Style & Heat Protect Spray for increased protection.

“The Thermoflex technology works in two stages to shield hair from heat damage, with the added benefit of volume and hold. With this new product there are no excuses not to get creative with a new season style!” says Style Director, Michael Douglas.

Thermoflex technology is also included in the complete range of Dual-Benefit styling mousses.

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