For years, it's been a secret limited to Europeans, time-crunched multi-taskers and beauty-product obsessives.
Sure, women's magazines would mention dry shampoo as a miracle product that could change your life. But magazines also tell women to put toothpaste on zits (bad idea), incorporate ice into sexual escapades (worse idea), and fake a French accent to become more interesting to men in bars.
(Memo to Cosmopolitan: It's very difficult to hold up a believable French accent, especially when drinking and under heavy questioning.)
So dry shampoo has been the secret of the few, hiding in the back of Sephora and limited to expensive boutique brands like Oscar Blandi, Frédéric Fekkai, Klorane and TIGI, whose version is fittingly known as 'Dirty Secret.'
But now TreSemmé has launched a line of dry shampoo and hair revitalizers called Fresh Start, aiming to bring the third-day wash to the masses.
As a testament to ignorance of the product, the TreSemmé commercial essentially explains the entire concept. "Traditional shampoo is designed to help remove oil, odor and dirt, but requires rinsing. New TreSemmé Fresh Start cleans and refreshes hair without rinsing with water!"
It's a neat, if not totally accurate description designed to convince that you're not skipping out on washing your hair, just rinsing it. It's not a shortcut, it's new technology!
To be fair, while dry shampoo is awesome, it won't give you perfectly shower fresh hair. What it will do is sop up any excess oil, so no one is tempted to put a derrick on your head, and add just enough clean moisture to give you some sway in styling it. But there's no magic pill for volume, and without washing, hair still has a messy, textured vibe — think boho babe, not uptown girl.
TreSemmé has upped the game by creating different formulas — a spray for straight hair, a foam for curly and a mist topper for either.
As for me, I'll probably stick with my fancy powder. And whether a major marketing campaign can convince Americans that cleanliness is not next to godliness (when it comes to your tresses, that is) has yet to be seen.
Are you into dry shampoo? Do you think it's weird or the next big thing?
