Newspaper article The Evening Standard (London, England)

The Thick of It; Beauty from Cuts That Pump Up the Volume to Root-Lifting Treats, Emma McCarthy Calls Time on Fine Hair

Newspaper article The Evening Standard (London, England)

The Thick of It; Beauty from Cuts That Pump Up the Volume to Root-Lifting Treats, Emma McCarthy Calls Time on Fine Hair

Article excerpt

Byline: Emma McCarthy

OF ALL our many, many insecurities, limp hair is right up there with wonky teeth and bad skin. While a decent dentist and a good concealer will go a long way to lessen some of these woes, those afflicted with flat hair know that help is limited beyond volumising shampoo. But years of backcombing and piling on the rootboosting mousses may finally be a thing of the past -- thanks to a new breed of thickening solutions, everything's going to be fine. Or rather, not The thickening cut If you've ever walked into a salon, asked for a Kate Moss bedhead and ended up looking more like Samara from The Ring, the launch of Hersheson's new Thickening Cut will come as news more welcome than a free coffee in Pret. "We listened to our clients, and those with fine hair are mostly frustrated with the cuts and styling options they believe are accessible to them," says Scott Ade, the stylist who created the style.

"They don't want to load their hair up with volumising products, they don't want a blunt cut or to lose all the length from their hair. They asked us for a look that is fashionable, wearable and maintainable -- and one that gives the hair some fullness and natural volume."

The result -- a Seventies-style shag evolved for the 21st-century girl -- gives the illusion of fullness through heavy, short layers at the front and longer, choppier lengths at the back. "The goal is to create width in the lengths of the hair versus height at the roots, which is what people commonly perceive as volume," says Ade.

What's more, the cut works to thicken all hair types and textures, not just the follically challenged, and is versatile in the maintenance department -- simply shake, scrunch and leave to air-dry for naturally full locks. (From PS70, 45 Conduit Street, W1; hershesons.com.) The body-boosting colour Hair dye isn't just for disguising greys. …

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