Dominate® the impulse to look good

June 1, 2012 - PRLog -- [Singapore, June 2012] The winning look for 2012, according to GQ Australia and askmen.com, is shorter sides with a longer fringe held up to look dry and matte. Bieber cuts and long styles should be left in 2010.
According to a survey^ conducted in Singapore in 2011, male respondents in their 20s and 30s reinforced the idea that grooming is no longer for special occasions or about impressing others. It is a part of daily life.
Believe it or not, total time spent grooming was found to be almost 20 minutes for the Singaporean men surveyed. 74% of the respondents agreed that “Grooming must deliver results”.
Now, there’s a new and affordable salon-quality brand that males in Singapore can add to their grooming arsenal. Latest in the men’s toiletries market is the number 1 youth hairstyling brand in Australia and New Zealand – Dominate®.
Combining new technical holding polymer technology and organic New Zealand ingredients such as New Zealand Organic Halloysite Clay (Kaolin) for strong support and hair strengthening; New Zealand Organic Beeswax for best conditioning; and New Zealand Lanolin for gentle protection for dry, weak hair, Dominate® provides optimal style support for modern head turning looks while conditioning the hair and scalp naturally.
Dominate® comes in 3 different variants, and makes styling a breeze without the need for extra styling aids or unnecessary touch ups:
Product   Properties   Look   Hero Ingredient    Price
Out of Bed   •   Strong hold which lasts all day for modern, creative styles.
•   Easy use formulation yet washes out easily.
•   Organic Halloysite clay strengthens the hair cuticle.   •   Dry look, with minimal shine due to the Halloysite Clay.
•   Perfect for matte and grungy bad boy looks.   New Zealand Organic Halloysite Clay (Kaolin)
•   Strengthens the hair.
•   Strong style support for modern looks   S$9.99
Spike-It   •   Extreme hold that sets hard.
•   Easy use formulation yet washes out quickly.
•   Medium drying time formulation, allowing extra time for easy styling and creating before drying.
•   Suitable for medium to longer hair for old-school looks.   •   Medium Shine.
•   Stiff and extreme looks, even ultimate spikes are easily achievable.   New Zealand Organic Beeswax
•   Organic Beeswax coats and conditions the hair shaft, gives a protective coating against the elements and supports holding power.   S$9.99
Re-Work   •   Allows for touch ups and re-working of styles throughout the day.
•   The thicker formulation helps to add hold to the style through all day.
•   Works best with shorter hair styles.
•   Firmer formulation provides flawless style and support.
•   Lasts all day long for worry free hassle.   •   Low shine.
•   Natural finish for flexible styling.
•   Medium Hold   New Zealand Lanolin
•   Conditions and soothes both hair and scalp.
•   Protects dry and weak hair.
•   Comfortable, non- greasy feel.   S$9.99

Dominate hair styling products are available in NTUC and Cold Storage and retail at S$9.99 for a 85g size tub.



About Dominate®
Dominate® makes it their job to understand what’s coming up and delivering the right products to supermarkets to keep them in the game. Dominate® started out in the back of a barber’s shop making a top quality hair product affordable for everyday use. They believe in applying old fashioned natural principles, a traditional beeswax base and a bit of innovation to come up with the original Dominate® Waxx by using nothing but a converted washing machine drum and a wooden spoon borrowed from the café next door. Today, Dominate® has established itself as a brand in the forefront of category innovation for the ‘Premium Mass Styling Category”.