The Answer features five essential ingredients: hydrolyzed keratin, ceramide A, malic acid, lanolin fatty acid, and fatty acid glyceride. Ceramide A, also known as bismethoxypropylamidoisodocosane, is a proprietary ingredient of Kao. The company claims that these five ingredients are crucial for hair health, based on 100 years of research.
Kao emphasizes the importance of proteins and lipids, which help maintain hair that is moisturized, smooth, shiny, manageable, and supple. Damaged hair, especially from heat styling or coloring, tends to lose these vital components quickly, even with daily washing. To keep hair beautiful, it is essential to repair damage and prevent loss from within.
The brand also introduces Kao’s latest innovation, the Lamella Platform Technology. This technology creates layers within the shampoo to store hair care ingredients, allowing for a higher concentration of beneficial elements. This results in a shampoo that not only offers effective ingredients but also lathers and rinses off easily. This is particularly beneficial for damaged hair, helping to replenish and retain the essential lipids and proteins often lost during washes.
Kao claims that using these five ingredients in high concentrations is a world-first. The company stated that this technology allows for the inclusion of more ingredients than usual.
“In a groundbreaking move, our shampoo contains a significant amount of hair care lipid ingredients, which were previously challenging to incorporate. The formula includes 12 times more lanolin fatty acids and ceramide compared to earlier Kao products, while still maintaining excellent foam quality and smoothness during rinsing.”
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