Eufora launches new Touch Up Dry Shampoo Collection, a multi-action powdered spray that absorbs oil, hides color growth, adds texture and volume; dry shampoo comes in clear, tinted shades

Michelle Rivera

VISTA, California , October 31, 2011 (press release) – When it comes to hair, the root of all evil is literally just that - your roots! However, there is no longer a need to hide grays, color grow out and oily scalp under a hat. With the new Eufora Intl. Touch Up™ Dry Shampoo Collection you can easily get to the root of things and temporarily address them all until your next salon visit or shampoo. This multi-action powdered spray comes in Clear or tinted shades, Light or Dark, and not only absorbs excess oil and disguises color growth, it also adds texture and volume.

Eufora’s Touch Up™ Texturizing Dry Shampoo is packed with anti-oxidant rich botanicals that will keep hair healthy and refreshed between washes while protecting it from environmental stresses like sun damage and free radicals. In addition to fighting oil and adding that extra oomph to hair, Touch Up™ helps extend the life of color or chemically treated hair by eliminating the need to shampoo frequently and use heated styling tools daily. Touch Up™ also works wonders when needing to revive flat, lifeless hair, and creates a “2nd day look” on freshly cleansed hair. When added to roots, it absorbs oil and coats the hair to keep moisture out, which creates voluminous texture, bringing hair back to life.

Touch Up™ Clear: This dry shampoo is rich in Vitamins A, B6, C, D, E and K, which improve moisture retention and elasticity to prevent dry, brittle hair. It also contains UVA and UVB protection and anti-oxidant rich botanical extracts to fight free radicals that cause premature aging, and help promote shine, smoothness throughout the hair. It’s the perfect addition to any updo because it creates texture and tact for added staying power.

Touch Up™ Light and Dark: These tinted shades are rich in botanicals such as: rosemary, green tea, and witch hazel. Use Touch Up™ Light for blonde and light to medium brown hair, or Touch Up™ Dark for medium to dark brown, black and red hair. Women who are in between color appointments can feel confident using a tinted Touch Up to camouflage grey roots, or add dimension to hair similar to highlighting or lowlighting. The temporary tint lasts all day and washes out in one shampoo.

How it works: To use Touch Up™, shake well then simply lift hair at the root with fingertips and spray 10-12 inches from the desired area. Apply wherever dry cleansing or volume is needed. When using the tinted Touch UpTM, mist Eufora’s Elevate Finishing Spray™ over the finished style to lock in temporary color.

Where to Shop: Available in 4.4 oz sizes (Light and Dark) and 5 oz (Clear). Suggested retail price Light and Dark $32 and Clear $24. Visit http://www.eufora.net for salons.

About Eufora: Since launching over a decade ago, Eufora has built a reputation for providing unique, top performance "People and Planet Friendly" products and is now one of North America's fastest growing salon professional brands. Eufora utilizes the most advanced botanical, vitamin and non-carcinogenic ingredients available with scientifically proven benefits to the hair, scalp and skin, as well as pure essential oils for a true aromatherapy experience. Cofounders, Don and Beth Bewley are proud to have created a company that provides products with unparalleled performance that respect the environment and your health. For more information contact 1-800-638-3672 or http://www.eufora.net.

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