According to Pantone, the 2018 Color of the Year, Ultra Violet, suggests individuality, creative energy, and visionary thinking that points us to the future. Perhaps they peeked into ARROJO HQ because we are set to release the game-changing new duo, Ultra Violet Shampoo & Conditioner. 
 
“We are living in a time that requires inventiveness and imagination. It is this kind of creative inspiration that is indigenous to PANTONE 18-3838 Ultra Violet, a blue-based purple that takes our awareness and potential to a higher level,” says Leatrice Eiseman, Executive Director of the Pantone Color Institute. 
 
“Historically, shades of ultra violet have been associated with meditation and calming energy,” says Nick Arrojo, founder of ARROJO product. 
 
But how did that impact the name choice for the new blonde-enhancing shampoo and conditioner? 
 
“When women see their blondes go brassy they, understandably, get quite upset about it,” adds Nick. “So in terms of how ultra violet shades can balance brassy tones to bring back gorgeous blondes, and in terms of how the Ultra Violet Shampoo & Conditioner will make you feel about your hair color, we think we’ve found the perfect name. The news that Ultra Violet is the color of 2018 exemplifies that, as a beauty brand in NYC, we are right on trend.” 
 
Due to be released in early 2018, here's a snapshot of each product’s features and benefits. 
 
Ultra Violet Shampoo: Vitamin E infused cleanser for keeping the in all shades of blonde. Eliminates brassy tones and blondes and grays. Protects color from fading, repairs damage, fights frizz, adds shine and luster. Fragranced with floral notes. 
 
Ultra Violet Conditioner: With hydrolyzed keratin, this moisturizing conditioner eliminates brass in blondes and grays. Softens the hair, restores natural sheen, and keeps colors vivid and bright. Fragranced with floral notes.
 
Get ready to kiss your brass goodbye, blondies!
 
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