Madi International introduces SP by Wella

Madi International introduces SP by Wella
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Published November 11th, 2010 - 15:29 GMT

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Madi International, one of the Middle East's leading distributors of professional beauty products, has launched the new System Professional (SP), a range of hair care treatment from the global hair care brand Wella Professionals.

The new SP range which combines best-in-class technology solutions with revolutionary customisation concept offering first and truly personalized hair care service was welcomed by key players of the beauty industry at the UAE launch.

"The new SP range addresses the current desire of consumers and stylists for personalised products and services. SP reinvented its complete product range by bringing it to a new level. Products that could be made even better were improved, the latest hair care technology was introduced in new product formulations and a new hair care concept called 'infusions' was added," said Adnan Abou-naaj, General Manager of Madi International in UAE, Qatar and Oman.

The new SP Personalized hair service is the ultimate in hair perfection bringing together the best hair care solutions. The new line has a total of 44 products, 20 of which are totally new or represent significant formulation upgrades. Personalised hair care products were introduced in five levels namely Essential, Express, Intensive, Personalized and Finishing care.

The Infusion line, products that can be mixed with the hair masks, gives better performance than any mask on its own. There are five products under the line – Hydrate Infusion which adds extra moisture and protects hair from drying out; Smoothen Infusion which adds extra smoothness and has an anti-frizz protection; Repair Infusion that adds up to 60 percent extra repair effects and helps protect hair from further damage; Colour Save Infusion which adds up to 30 percent more long-lasting colour protection and increases colour brilliance and Volumize Infusion which adds up to 35 percent more visible volume to the hair.

During the event, MADI International also showcased the latest hair styling trends using the SP product range on live models.

"The new SP is already creating excitement among key influencers from the beauty industry and we are confident that it will quickly become the preferred care brand of hairdressers around the UAE and the globe as it offers a unique proposition for unprecedented client satisfaction and business success," added Adnan Abou-naaj, General Manager of Madi Int'l. 

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