VERDICT: TWO CONFUSED STARS
WHEN a shampoo and conditioner have been developed by a man described as a "visionary" who's "revolutionising the art of the Blow Dry", you expect big things.
But I'm not convinced Your Hair Assistant by Italian brand Davines quite lives up to the hype.
For a start, I'm not sure I understand the hype. Literally. It doesn't make sense.
Let's just say it again: it's a shampoo and conditioner.
But listen to the description on the press release: "[Your Hair Assistant] is the natural expression of the artistic union between Davines and the internationally-renowned hair stylist Angelo Seminara, who was also the creative force behind the development of the innovative Flamboyage colouring technique and of the Davines More Inside styling line.
"The formulation skills of the Davines Research Laboratories were put at the disposal of this visionary and, for the first time ever, Angelo Seminara is putting his name on a hair range."
So far, so good.
Then: "The Your Hair Assistant products have been formulated to support personal inspiration, offering the highest performance in each phase of the blow dry: from preparation, to styling, to finishing.
"Seven products correspond to the various stages of the creation of the perfect look, care, nurture, prime, style and finish.
"Their identity is feminine and elegant, enclosed in a packaging dominated by the contrast of black and pink with a glossy luxe finish."
I was sure the packing was purple but this is the least of my problems - five steps and seven products to blow dry your hair? Whoah there.
Mr Seminara, a regular winner of the UK Hairdresser of the Year award, has created four hairstyles to go along with the products.
We're told: "Angelo Seminara has translated the concept of this range into artistic suggestions meant to inspire infinite creative possibilities through the use of Your Hair Assistant.
"They evoke freshness and freedom, as if born in weightlessness. They are images that defy classification, casual, elegant and the same time modern; the beauty they portray is ethereal and timeless."
After being bamboozled by all of this, I tried the Your Hair Assistant Prep Shampoo (£18.90 for 250mls) and Prep Mild Cream (£22.50 for 200mls).
I'll say this for them: they smell incredible.
The shampoo is used exactly as you would expect shampoo to be used - lather, rinse.
The conditioner, which they say is packed with Vitamin E, comes with the instructions to wring out the hair, leave on for two to three minutes, comb through and rinse out.
Again, they smell amazing.
But after all this promise, my hair just looks like... my hair. I rarely use a hairdryer but after using these products and blowing my hair dry, it comes up quite fluffy.
It's definitely not as efficacious as my usual shampoo and conditioner - and it's about four times the price.
Mr Siminara might be a visionary but his products don't have me converted.
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