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Why beat the heat, when you can embrace it? This is the message straight from the runways from Orlando Pita, the fashion world's most coveted professional stylist, and T3, the pioneers of Tourmaline professional styling tools. The two worked in close collaboration over the past two years to develop T3 360- the first collection of heat- seeking styling products designed to take advantage of the heat from today's advanced ionic styling tools for maximum styling benefits.
This weekend, T3 360 Boost and Plump make their official debut backstage in the hands of Pita as he shapes the hair for designers like Carolina Herrera, Derek Lam and Doo.Ri. T3 360 Boost is a lightweight, non-greasy iron booster that transforms tired tresses into lustrous, shiny, silky smooth locks. T3 360 Plump is a weightless, non-sticky hair plumper designed to work in harmony with an ionic dryer for voluminous, full-bodied, totally touchable hair that is thicker and fuller from the root to the tip.
For stylists like Pita, heat and hair are not necessarily enemies, "Hairdressers like me rely on heat for styling and treating hair every day, but it's all about the type of heat and how much," says Pita. "T3 tools use patented tourmaline technology to lock in moisture - instead of removing it - during styling. The gentle, but penetrating far infrared heat helps prevent over-drying. With advanced, ionic tools like T3, we can embrace the heat and use it - as we have done for T3 360 - for enhanced styling benefits and truly superior results."
The reaction to the T3 360 has already been strong amongst beauty editors and Hollywood celebrities like Jennifer Garner, Jessica Biel and Marcia Cross who have been some of the first to get their hands on the products. The secret to the amazing results? T3's innovative Heat-seeking Nanotechnology(TM). Unlike traditional styling products that sit outside the hair and are often burnt off or evaporated during styling with today's ionic, ceramic styling tools, T3 360's proprietary use of microscopic heat-seeking nanospheres penetrate deep into the hair's cortex - where they are needed most.
Each carefully selected ingredient is encapsulated in its own nanosphere and set to time-release into the hair - when heated to the appropriate temperature by the styling tool. Imagine a shower of tiny, invisible bath beads heating up and bursting into the hair, becoming more excited from the tool's heat and bonding deep inside the hair. The powerful ingredients become locked inside the hair shaft when T3's patented tourmaline technology closes the cuticle during styling for more effective, truly astounding results.
T3 360's Heat-seeking Nanotechnology(TM) ensures that the: -- Carefully selected ingredients go to work on your hair when and where needed most -- Exclusive Keratin-protein formulation penetrates deep into the hair's cortex and is locked in when the cuticle closes (instead of coating the hair, evaporating or burning off during styling like many traditional serums or styling products) -- Look lasts and can be rejuvenated with a blast of heat from an ionic styling tool for a truly amazing touch-up at the end of the day -- Products are invisible, weightless and hair is totally touchable and manageable
Pita speaks about his inspiration for the line, "Working backstage, you have only got only one chance to get the hair perfect. I have used nearly every product out there - it's been really exciting to start using T3 360 in my every day work, especially at my salon, Orlo, where I have seen the benefits come to life with my clients. As people who can afford the absolute best, they can't believe how fabulous their hair looks ... and have been desperate to know what I'm using! It's been amazing working with T3 and, together, we are really excited to share these products with other professional stylists and their clients - we know they will love the results."
T3 360 Boost ($38 for 1 oz) and Plump ($38 for 4 oz) will be available at select salons nationwide and prestige retail outlets such as Sephora, Nordstrom, and Henri Bendel from October 1, 2007. Eager T3 and Pita fans can register advance orders online at t3micro.com from September 11, 2007.
Notes to Editors:
T3 360 Plump: a weightless hair plumper that utilizes hair dryer heat to deliver thicker, fuller, healthy-looking hair full of body. This non-tacky, ultra lightweight formula -- a unique Keratin-protein and Vitamin B5 complex - expands and thickens hair. Like skincare for hair, its vitamin-enriched liposomes and body-building botanicals strengthen and soothe hair - calming flyaways and ensuring a healthy, vital and voluminous look.
T3 360 Boost: a non-greasy, lightweight iron booster that uses an innovative cuticle-smoothing formulation with special reflective properties to deliver shinier, smoother, truly lustrous locks. This frizz-fighting force literally transforms tired tresses by mending split ends and strengthening hair with its heat-activated Keratin protein blend that never leaves an oily, greasy finish like traditional serums.
About T3 Micro, Inc.
T3 Micro, Inc. is a designer and manufacturer of head-turning, high- performance professional styling products for exceptional style makers who demand fabulous, frizz-free hair. In 2004, T3 created a revolution in hair styling with the Featherweight Dryer and its pioneering use of T3 patented tourmaline technology to create the lightest, fastest dryer with a frizz-free, shiny and smooth finish. It is T3's passion for perfection in hair styling - through its commitment to quality, research, innovative technology and design - that has quickly made it a popular favorite amongst professional stylists. T3 products are sold in most major markets throughout North America, Europe and Asia. The privately-held company has its headquarters in Venice, California, a marketing office in New Jersey and manufacturing facilities in Korea. For more information about T3, visit t3micro.com.
Orlando Pita is arguably the past decade's most accomplished hair stylist and a driving force within fashion and beauty. His innovation and influence can be felt in experimental editorial fashion and beauty features, and in prominent campaigns, and runway spectacles worldwide. Pita has created looks for Kors, Versace, YSL, Prada, Valentino, Dior, Gucci, Galliano, and Zac Posen and has carried his expertise through many of their campaigns. Pita's trend establishing style is featured regularly in Italian, French, and American Vogue, Allure, and W. Through the strength of his collaborations with leading photographers including Irving Penn, the late Richard Avedon, Steven Meisel, Craig McDean, and Mario Testino, Pita contributes to the most dominant and respected image-making today. His views, tips and expertise are quoted regularly in publications worldwide.
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