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Johnson & Johnson has focused on the color retention ability of lupine to launch a color treatment line under the Aveeno brand. Aveeno Living Color was formulated to retain and protect hair color in addition to imparting shine to hair.
According to the company, lupine has been used for medicinal purposes throughout history. It reportedly has a high protein content that fortifies the hair shaft; it is therefore formulated into the hair care line to coat and smooth the cuticle to help strengthen hair and seal in color.
The line offers a shampoo and conditioner for fine hair, a shampoo and conditioner for thick hair, and a rinse-off shine glaze. Aveeno Living Color Shine Glaze is said to smooth hair and impart shine without weighing hair down. The company found that treatment with the glaze resulted in 70% smoother hair, 87% less breakage and 80% less static for fewer flyaways.
Ingredients: Water (aqua), Dimethicone, Cetearyl Alcohol, Polyquaternium-37, Propylene Glycol Dicaprylate/Dicaprate, Phenoxyethanol, Hydroxyethylcellulose, Polyquaternium-4, Caprylyl Glycol, Citric Acid, Sodium Hydroxide, Fragrance (parfum), Dimethylpabamidopropyl, Laurdimonium Tosylate, Amodimethicone, Hydrolyzed Lupine Seed Extract, Quaternium-91, Cetrimonium Methosulfate, PPG-1 Trideceth-6.