Madi International, exclusive distributor for internationally reputed brands in cosmetics, salon equipment and furniture, has launched the product line of Sebastian Professional in the UAE, a brand owned by Procter & Gamble.

Madi International invited multi-award winning international stylist Shay Dempsey at the launch with a live performance and to talk about the latest hair styling trends around the world and the impact of the new Sebastian Professional product line on the UAE's hair styling industry.

"The reinvention of the Sebastian Professional range of products has been thoroughly planned to meet the new and distinct requirements of hairstyling clients,” said Mohamad Madi, president of Madi International Group.

“An extensive research spanning over two years, including interviews with more than 10,000 consumers and stylists, was conducted. Intensive product testing was also performed, which has greatly helped in developing a genuinely consumer-oriented, innovative and inspiring product line,” he added.

At the launch held at Sheraton Hotel in Dubai, Madi introduced Sebastian Professional products that are divided into four ranges: Foundation, Flow, Form and Flaunt.

Sebastian Professional's Flow range incorporates light mousses and sprays to create natural styling and hold, while the Flaunt range offers stylists and consumers the tools to create dramatic shine and style maintenance.

The Form line offers more dramatic styles with strong hold, and incorporates a range of clay, gel and high-powered spray products, and the Foundation line contains three combinations of shampoos and conditioners along with supporting products such as intensive hair masks. – TradeArabia News Service