TRESemmé creates 0% proposition

TRESemmé has launched Pro Pure, a premium, plant-based hair care range.

The new collection taps into consumer demand for gentle hair care that delivers professional results without compromise.

The Pro Pure range is free from sulphates, silicones and dyes, and is designed to protect the hair’s natural oils, leaving it feeling vibrant and healthy.

The range comprise of three shampoo and conditioner pairings that tackle consumers’ top hair needs: Damage Recovery, Radiant Colour and Airlight Volume.

Designed to meet Unilever’s wider global packaging commitment to halve the company’s use of virgin plastic, each Pro Pure bottle is 100% recyclable.

The bottles are made from transparent PET, which is widely recyclable across Europe and the UK, and also include 30% PCR.

The caps contain detectable black masterbatch, while the labels have been designed to obscure less than 50% of the bottle, to ensure there are no issues with detection at recycling plants. 

Carly Burford, Haircare Marketing Director for Unilever UK&I, says: “With 59% of customers globally in favour of more transparency in the beauty industry, Pro Pure has been specifically developed to provide shoppers with a haircare range that is as natural as possible. Containing no sulphates, silicones or dyes, shoppers can also expect no compromise on results when compared to products which contain these ingredients.”

Each Pro Pure bottle clearly displays its natural credentials on pack for complete visibility for the shopper. 

The range is available exclusively at Tesco, and will roll out nationwide to other stockists later this year.

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