Introducing Shu Uemura Art of Hair’s new collection – Ultimate Reset! As proud Shu Uemura Art of Hair ambassadors and of course, Paul Edmonds London Battersea Power Station salon being exclusively Shu Uemura based, it was an obvious choice that Paul Edmonds London would be the location for Shu Uemura’s latest product launch. As a luxury hair and beauty brand we are super proud of our latest venture, Paul Edmonds London Battersea Power Station. As you enter, you are immersed in a world of Shu Uemura Hair Products from the library to the backwash, your hair will be transformed with a personalised Shu Uemura diagnosis from Mr Edmonds and his team of hair care experts.
Since Paul has been in the industry, he has absolutely loved and worked with Shu Uemura, naturally forming a special relationship. Both Paul Edmonds and Shu Uemura’s background are in film which makes their connection unique to them…just like how your Shu Uemura cleanse and condition is bespoke to your hair type.
Shu Uemura has introduced Shu Uemura Ultimate Reset to their family of luxury hair care styling products, cleansers, conditions and treatments. Ultimate Reset has been specially formulated to care for and restore very damaged hair. Ultimate Reset Shampoo provides intense care without weighing hair down, meaning it’s light and airy so you do not need to worry about greasy weighed down locks! The Ultimate Reset Conditioner provides a high level of care, bringing softness, suppleness, and strength while the treatment mask provides shine, resistance and up to 24-hour discipline to tame wild, frizzy, damaged hair. Shu Uemura Ultimate Rest will transform locks that have been chemically damaged or have experienced intense heat styling.
The Benefits of Shu Uemura Ultimate Reset
Shu Uemura Ultimate Reset reflects the Kintsugi Philosophy which translates to ‘golden repair,’ originated as the Japanese art form for embracing damage of repairing pottery using lacquer resin laced with gold or silver make a new product gorgeous, saying goodbye to the original design by enhancing it’s new and developed look. This method understands that a piece is more beautiful for having been broken, very similar to the philosophy of wabi-sabi which is becoming a ‘thing’ at the moment. This philosophy is now a way of living In Japan, flaws are seen positively so embrace them!
So what is this cutting-edge magic formula we hear you ask? Well, it’s actually rice! Rice is known for being an ancient ingredient in Japanese beauty as a symbol of pure perfection. Rice bran has been used to soften hair and skin for centuries so it’s guaranteed to ensure your locks are supple and rich in softness from the use of this key ingredient. Shu Uemura Ultimate Reset will restore and revitalise damaged locks and as the Japanese say…’nuka bihin’; beautiful by the rice.
The power of rice extract
- It’s protecting and known for its moisture retaining properties- it’s hydroscophic, meaning it’s long biopolymers capture moisture.
- A powerful antioxidant
- Rice promotes collagen synthesis to restore cells damaged by UV rays
- Increase permeability and elasticity to the hair
A cutting-edge formula comes from innovative farming. The rice bran in Shu Uemura Ultimate Reset is harvested in Hyogo, Japan and is farmed for its incredibly high quality and sustainability. The rice is harvested through the Duck-Cultivation system (to reduce chemical pesticide fertiliser): an Asian eco-friendly farming system which sees ducks feeding on insects and weeds to then naturally fertilise the rice plants. Shu Uemura Ultimate Reset not only restores, protects and smoothes your untameable hair but it also helps biodiversity and protection of natural habitats. The ‘duck-cultivation’ is not only eco-friendly but multi-award winning after being reconsigned as an innovative form of sustainable farming.
Every Shu Uemura Art of Hair product contains ingredients from corners of the world to bring out the best of beauty for your hair. As well as these fabulous ingredients, obviously there still needs to be a science behind the product to ensure it works! Shu Uemura has tried and tested formulas for the last couple of years to ensure Ultimate Reset is fit for purpose. Shu Uemura Ultimate Reset contains two new developments to restore, repair, moisturise/ hydrate the hair, Co-Emulsion & Si-Emulsion. These particles are extremely small, which provides an even spread of product across the whole head but without weighing hair down…the fabulous key element of this Shu Uemura hair care collection.
Not only does Shu Uemura come packed with a cutting-edge formula, supports the environment and your hair…it also comes in beautiful packaging with a luxury fragrance. Ultimate Reset has top notes of orange, peach and orange blossom, middle notes of jasmin, ylang and geranium and base notes of benzoin, tonka bean, sandalwood, vanilla and musk to complete your cleanse, condition and treatment experience.
To sum up the Shu Uemura Ultimate Reset collection in five ways Paul Edmonds London would say the benefits are…
- Moisture! The key ingredient to healthy and cared for locks.
- Intense care without the weight
- Protection because once it’s fixed…let’s make it last
- Strength for strong, relentless locks.
- Suppleness for overall gorgeousness!
Shu Uemura Ultimate Reset Client Reviews
A lucky few clients have sat in the chair of our hair experts have experience of this genius new product and have absolutely loved it! Here’s what they said…
‘I have super thin hair and have always struggled to find a light but powerful product, for me, this is now Ultimate Reset. I am very happy with the results and advise anyone with thin and damaged hair to give this collection a go’
‘I love how the products do not even look like a shampoo or conditioner. They make my bathroom look so luxurious!’
‘It’s so surprisingly so light. I worry about my hair getting greasy too quickly after washing. Ultimate Reset does not weigh my hair down.’
Shu Uemura Ultimate Reset shampoo offers extreme strength and repair for very damaged hair. Ideal for locks that have been compromised due to bleach, colour, perm or straightening. Enriched with rice extract known for it’s beautifying powers, rich in minerals, antioxidants, vitamins B & E, Shu Uemura Ultimate Reset shampoo removes impurities without weighing hair down.
Shu Uemura Ultimate Reset conditioner repairs and restores extremely damaged hair. It’s light, non-greasy formula nourishes and protects locks while promotes resistance against breakage while improving elasticity.
Treat your locks to silky, super-healthy and strong results.
For very damaged hair that needs repairing and restoring from damage caused by bleach, colour, perms and straightening. Enriched with Japanese rice extract, the mask provides fundamental nourishment for silky, smooth and healthy hair.
Restore health and strength to damaged hair. Powered by CSP 50 hair oil that coats each strand in moisture and nutrients without leaving a greasy residue, the lightweight formula helps to seal split ends, smooth frizz and strengthen from the inside out. Infused with thermo-responsive SRS technology to allow the serum to be re-activated by heat styling, the treatment leaves behind soft, shiny and healthy-looking results.