Milan Fashion Week. Show: Gucci Fall 2010. Hair by John Frieda hair care professionals . The Look: Voluminous Hairstyle. Straight silky hair without comprising volume. Say goodbye to flat boring hair!

Get The Runway Look: To get this bouncy look, hairstylist Luigi Murenu worked John Frieda Luxurious Volume Mousse through damp hair, then blew it dry with a round brush. He then wrapped the hair in Velcro rollers (“Velcro rollers are back,” he told us. “They give the hair that natural softness”), and then messed up each models’ hair a little bit just before she hit the runway. Read Full Article in allure.com

John Frieda Luxurious Volume Mousse: Is all bout helping you get thicker, fuller, stronger, plumper, lifted hair. The key to unlocking volume. This rich mousse creates unrivaled thickness by wrapping strands and boosting volume from root to tip for lush, soft hair. Thickening Technology with a unique polymer blend increases hair diameter and lifts at the roots for weightless, non-sticky, all-day volume. The formula resists humidity for long-lasting sleekness and sheen. Panthenol helps strengthen hair, enabling hair to lift at the roots.

John Frieda introduces an innovative approach to volume with the launch of their Luxurious Volume line. The John Frieda hair care professionals are the first to recognize that women are looking for true thickness, fullness and root lift from volumizing products—not just one type of volume boost. The modern, high-performing products in the Luxurious Volume line instantly create multi-dimensional volume via a three-pronged method:

FULLNESS
Problem: Fewer hairs per square inch means that hairs aren’t close enough to boost each other.
Solution: Shampoo and Conditioner that strengthen and fill hair from the inside out, creating firmer strands that stand up from the root.

THICKNESS
Problem: Each hair strand is fine or thin.
Solution: Weightless styling products that coat hair to give the look and feel of increased thickness.

LIFT
Problem: The hair itself is unable to hold itself away from the scalp.
Solution: Styling products that provide targeted lift and contain holding polymers to improve stiffness and cohesion of hair.

FROM THE EXPERT: “From a stylist’s perspective, Luxurious Volume products are perfect tools,” says Luigi Murenu, Global Creative Consultant for John Frieda. “The formulas do all the work for us by creating volume in three dimensions. Plus, the products leave hair soft and touchable for maximal styling versatility.”