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Review: L'Oréal Professionnel London Addixion Bouncy Wax

By 22:34 , ,

There is no denying that I love British sense of style and everything that comes with it.  It's all about individualism. It's still girly but edgy with a never "too polished" look. The hair is messy, you know that 'just got out of bed' kind of look but still manage to look effortlessly put together. Think Kate Moss, so iconically British, and Alexa Chung, get what I mean. The weather however is a different story all together.

So when I was given this set of styling products to try out from L'Oréal Professionnel latest Limited Edition hair styling range called London Addixion I was well chuffed. It is a collaboration between L'Oréal Professionnel, session supremo Malcolm Edwards who shot the campaign images with packaging designed by Central Saint Martins graduate Isabel Eeles. 

"I wanted to encapsulate the look of the London girl, that kind of nonchalant attitude and carefree spirit." - Malcolm Edwards
(Artistic Director for LONDON ADDIXION styling range from L'Oréal Professionnel)

Who is Malcolm Edwards? Well he is the most sought after hairdressers in the world whose work has graced the pages of Vogue, i-D, Harper's Bazaar and W over the past 10 years. He has worked with the biggest stars in the fashion industry, regularly collaborating with photographers  such as Mario Testino, Sølve Sundsbø and Terry Richardson and designers such as Vivienne Westwood, Burberry, YSL, Dior and Marc Jacobs.

Malcolm Edwards created all the London Addixion looks and they are just brill! Personally I think this is one of the most exciting promotional shots from a L'Oréal Professionnel styling range I have come across. It follows a young London couple on a journey through the city and discover what London style is about. Check out the images below and you will understand why I am completely captivated by them.

The Video

This range has three brilliant styling products to give girls and guys the perfect toolkit to create the "London Look" - Bubbles Soufflé, Bouncy Wax and Sprax Delight. You can actually use the products in combination for a look as each one does its own thing or use a product own it's own if the look you are going for is a simple one.

So far I have only tried out the Bouncy Wax for a simple look and a quick fix. The texture of Bouncy Wax is a special technology that combines wax and cream, resulting in the most transformed and long-lasting looks. Perfect for a repositionable  effect and lightweight, fllexible definition.

"Bouncy Wax is perfect for shorter, choppier styles. Use it to dress hair at the end of styling to add definition and texture or sculpt a quirky quiff." - Malcolm Edwards

I love it! I decided to try this one on my slept on curls one morning because it was starring at me from the bag. When I saw the word "definition" I said, "That's the one for this morning!" The texture is exactly how it's described. Not heavy like a full on wax neither was it too soft and runny like a usual cream. I took a small finger swipe of it and just lightly worked it through my curls. The result, beautifully textured and defined curls. Best part, it was light and my curls looked bouncy. I ran my fingers through it and the curls didn't frizz but just moved naturally. I applied some on my fringe and it layered to the side  with ease.

Although described by Malcolm Edwards to be more suited for a shorter choppier style, I love using this on curls. I messed it up a bit before going out the door so it doesn't look too done because that would be such a bore.

I am going to attempt my version of some of the looks created by Malcolm Edwards for the London Addixion using the products. I didn't say 'recreate' because I am very sure that attempting a style by a legendary hairstylist is futile and the result a downright flop.

I have more promo shots to share with you guys, so check back!

*Note: Product and promo shots courtesy of L'Oréal Professionnel Malaysia.

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  1. i was wondering, isn't it for short hair? but hey! it looks good on your long curly hair! maybe I should give it a try.. but i am always lazy. laziness should be banned.. >.<

  2. yes it is. lol! but i saw the description 'texturise' and 'define' so i decided to try on curls. and it works! this one very easy to use. just a tiny bit and then smooth on curls and shake loose. very sexy mess! ;) will update price soon ^^

  3. When can I get the product ? How much is it ?


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