Photo Credit: Nexxus
UPPING THE ANTE: NEXXUS YOUTH RENEWAL HAIR CARE COLLECTION
As the only beauty sponsor of last month’s Tony Awards, Nexxus hair care has a lot to be proud of. But when you add the Youth Renewal collection, plus the brilliant window display created by Simon Doonan for a Duane Reade drugstore location in New York City, you realize that suddenly the brand is everywhere.
Nexxus window display created by Simon Doonan for Duane Reade at Rockefeller Center in New York City
Doonan created the first-ever premium window installation at a drugstore, made exclusively out of 3,200 Nexxus product bottles, and just as it took him a good chunk of time to put it together from concept to creation, the display itself will be etched in my mind forever as an example of how luxury can creep into mass retail stores. The model wears a dress made out of Tony Award posters, and her hair is flowing, rendered out of hundreds of matte gold bottles of styling cream, gel, and hair spray.
At a recent Art & Science of Hair Exhibition in New York City, interactive displays helped update my hair care knowledge. To put a lot of facts in a nutshell, aging hair is a concern that most women face, and there are eight distinct signs of aging: dryness, brittleness, unruliness, loss of color vibrancy, volume loss, breakage, less shine, and roughness.
The Youth Renewal Collection is the first anti-aging hair care collection from Nexxus to combat these eight visible signs of aging. The collection contains:
- Rejuvenating Elixir (which is basically a serum, ARV $17.99)
- Rejuvenating Shampoo (ARV $14.99);
- Conditioner (ARV $19.99);
- Dry Shampoo (ARV $17.99);
- Plump & Lift Blow Dry Spray (ARV $17.99).
The formulas are infused with the brand’s proprietary VITA-8 Complex, which contains omega-3 fatty acids, vitamin E, wheat protein, keratin, essence of pearl, argan oil, and CoQ10 for hydration. In short, a powerful cocktail that nourishes hair like Whole Foods’ organic produce nourishes the body.
From the shampoo to the lightweight conditioner, this collection is designed to create freshness, and make hair as light as silk, which it accomplishes. My favorite product, the Rejuvenating Elixir, is basically a glistening serum that is a bit like Robin Williams in Mrs. Doubtfire: it does it all. The lightweight treatment is designed to be left in (you can apply it anytime, on wet or dry hair) to improve hair strength, reduce breakage, and make hair more manageable. Although the elixir contains glycerin, it does not leave the strands heavy and oily. Rather, the elixir is formulated for even the finest hair—according to celebrity hair stylist Kevin Mancuso—so those with limper strands can safely reach for this small, pale violet bottle.
The packaging of the line is also very luxurious and high-end, similar to what I’ve seen in fine department stores rather than mass retail. So naturally, you’d expect the price points of these products to be a bit more upscale than your bottle of Dove or Pantene (and they are: the average Dove shampoo retails for around $10).
Is the splurge worth it?
In my experience, absolutely! Great hair can say a lot about you, and give you confidence and vitality. This new line is one to take seriously because it’s time to give those eight signs of aging the boot, and it comes with a price point that seriously won’t break the bank—or your strands.