London fashion week champions hair health and luxury gadgets

With the year of COVID reimagining the world of beauty and fashion as we know it, London Fashion Week 2020, took a very different format this year and RÉDUIT, the Swiss Precision Beauty company was there making its debut at the Victoria Beckham #VBSS21 Collection presentation at Victoria Miro Gallery on Sunday.

As the hotly anticipated show’s backstage preparations kicked off, it was immediately evident that hair health and luxury gadgets were back in fashion…. with RÉDUIT’s iconic and uber luxe REDUIT One Gold device and super savvy LED Hairpods taking pride of place at the hair station, where celebrity stylist, Paul Hanlon, was an hand to attend to the models’ tresses.

Of the four models, two rocked afro curls in which Paul used the Precision Conditioner LED treatment. At the press of a button, the device activated the pod’s program to deliver an ultrasonic misting treatment, helping to weightlessly protect, repair and renew the models’ hair in just 30 seconds, making it easier to style and giving a frizz free finish that lasts.  Blue LED light produces a calming effect by reducing inflammation, targeting harmful bacteria and creating a skin-tightening effect to transform the hair from within so healthy hair and low key styling was the choice for the runway models.

Up next were models sporting short bobs and fine hair. Again Paul pre-treated the models’ hair with the RÉDUIT One Gold device and this time used a double RÉDUIT treatment. First was the Volume Mist LED program whereby magnetic misting microtechnologies dispersed the powerful active into tiny droplets which surround the hair fiber, giving it an immediate, visible thickening effect. This small yet mighty treatment transformed the finer hair with a weightless and lasting body boost. Paired with red LED therapy, the pod worked to stimulate collagen production and improve blood circulation to ensure a healthier-looking scalp for the show.

After styling, Paul finished off the look with a quick Shine Diffuser LED treatment to all models before showtime, giving lustrous shine and an instant sleek look.

The CEO of RÉDUIT, Paul Peros said, “COVID has really re-imagined the beauty and fashion industry this year and a focus on healthy hair and skin, as well as more natural looks in general has become the look du jour. It made sense for us to champion this at London Fashion Week behind the scenes at Victoria Beckham #VBSS21 Collection presentation with our luxury hair technology that now people can see in action for themselves.

“The theme this year was #Reset and this resonated with us as we essentially reset the hair-tech category with the launch of RÉDUIT. The tight timeframes backstage gave us the perfect platform to show how innovation and technology in haircare is redefining how we do beauty in general. There is no other brand globally that could prepare models with different hair types like this, using one device to have them ready for the runway, with model ready looks, but ensuring that hair health is also a top priority. When you feel good, you look good and the same rules apply to hair as it does when we feel great because we have a clear skin complexion. Luxury, at home, beauty gadgets are going to transform people’s lives for the better, giving them model looks in seconds, wherever they are.”

Catching the eye of Victoria Beckham herself, she tagged RÉDUIT behind the scenes, showcasing the RÉDUIT technology to her 28.6 million followers.

Explore all the behind the scenes footage and view the looks from #VBSS21 at London Fashion Week with RÉDUIT at @reduit_official.


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