Cloud nine launches new campaign: are you styling with too much heat?

 

A pioneer in the electrical hair tool industry, Cloud Nine is excited to launch its ground breaking new brand campaign that highlights the importance of heat control. Established in 2009 by the founder of ghd, Robert Powls, Cloud Nine is synonymous with innovative technology and kinder styling.

Whilst there is much debate surrounding the use of heat in hairstyling and whether there is an optimum temperature or not, Cloud Nine understands that our hair is as unique as our fingerprints and therefore, must always be treated with care. Backed by new research, which found that over 97% of people feel it is important* to be able to control the temperature of their hair tools, Cloud Nine is leading the revolution in kinder hair care and styling.  It’s your hair, your heat, your style. Leading Trichologist, Iain Sallis, agrees: “The only way to keep hair in good condition is to understand the hair type. Don’t fall for the ‘more heat is better’ argument; avoid styling tools that cannot change their temperature to suit the hair type. Using a hair straightener without a thermostatic controller will cause the hair to become dry and frizzy from over use of extreme heat and it will cause a breakdown in the cuticle. It’s important to remember that hair is simply a fibre made by the body. There are no blood vessels or a nerve endings, which means it has no way of repairing itself once it has been damaged.” From the coveted Original Iron to the The O, all Cloud Nine styling tools have been designed with variable levels of temperature, starting from as low as 100°, so you can take control and ultimately, take care of the hair. This bold brand message has been embodied in Cloud Nine’s exciting new campaign, featuring models with an array of hair types and diverse looks, styled by session stylist Claire Rothstein On working with Cloud Nine tools, stylist Claire Rothstein says: “ As Cloud Nine’s vision is all about styling for your unique hair types, it was ideal to have girls who all had such different hair on the brand campaign shoot. My approach to hair is to work with everyone’s individual textures and not against them, so it was great to be able to do this with the bespoke temperatures of the tools.”

*Independent survey conducted by Cloud Nine on UK participants asked on a scale of 1-5 how important it is to be able to control the temperature of their hair tools.