Aquage, featured at the recent Fashion Focus show in Seattle, offered their shampoos and conditioners for review by Capelli d'Oro.

We used the products exclusively over a two week period on all types of hair, staying as close to the recommended hair types as we could. The results were favorable and, we are delighted to report, Aquage is true to their claims.

Our testers liked the smart packaging, the way the products went into the hair and rinsed out, the way the hair felt afterwards and the effort Aquage places in connecting with stylists and salons.

The Aquage products tested ranked high on our criteria for product sizes and packaging looks.

It is known that clients go through shampoos twice as fast as conditioners. In response to this, Aquage paired a 10 ounce shampoo with a 5 ounce conditioner.

Further, the packaging information is easy to read and the containers look attractive on the salon shelf. The shampoo caps opened with a nifty spring button and tolerated reasonable abuse without breaking.

The shampoos lathered up consistently from product to product and came out of the bottle evenly. The treatments and conditioners moved from container to hand as pliable gels. Some other product line's conditioners and treatments need to be squeezed out with force, but Aquage has solved this dilemma that affects rich products.

The fragrances are clear and simple.

After rinsing out, the hair smelled fresh and clean. The hair did not retain an amount of fragrance that would compete with an individual's personal fragrance, and this is very important for encouraging return customers.

The colors are light and clean and bore a rich appearance that was compatible with the product packaging. The products looked and felt like they belonged in a spa or resort environment.

Aquage says their hair products are formulated with algaeplex sea botanicals - a carefully selected blend of algae, seaweed and kelp, to nourish, hydrate, strengthen and protect hair. Upon review, we agreed they packed the products with botanicals and added them at a ratio that would warrant their claims of their products being rich in sea botanicals.

Right at the front of their brochures, the company lists the sea botanicals with a brief synopsis of their benefits. This cuts down the detective work when salons seek to verify product claims.

An example of Aquage clarity is the description of ormagel. Aquage rightfully states that this keratin healer can be a nutritive bath for hair and it did, indeed cut down frizzyness and roughness in hair.

Claims for wakame, a spinach-like salad ingredient - are equally on target. They state that wakame is an anti-oxidant that removes free radicals from hair.

These statements show they are responsive to the health concerns of clients and educated as to the correct properties of their ingredients. This garners their company a lot of respect amongst informed clients and makes marketing an easier task.

Aquage has tons of support for their products, an excellent website, colorful brochures and supports an academy for education with classes on cutting, finished dressing and photography.

The faculty is comprised of Eric Fisher, NAHA award winner, Intercoiffure winner Ann Bray, and one of the best hairdressers on the planet, Luis Alvarez. The work these masters produce explains why their fashion imagery is so spectacular and focused. Go to the website's image gallery to see the proof.

Additionally, check out this article in Modern Salon about their Master Class.

Aquage has two master class academies coming up on July 26th - 27th in Chicago and a just added class on November 8th - 9th in Miami, FL. The November date is brand new and information about the class will be available around July 1st. Information about the class can be found on their website

The Aquage products are sold only to independent salons and the company requires salons sign a pledge against diversion, if they wish to carry the products.

In years past, companies would extract such pledges and then divert their own products, but that subterfuge has ended now that diversion by giant product companies is so out in the open.

Independent companies, like Aquage, need to ally themselves with independent salons and small chains, and this attitude against diversion is an important step. Aquage is an attractive alternative to big companies with deaf ears.

We rated the Aquage Silky, Volumizing, and Strengthening shampoos and conditioners very high and rank them with more expensive products in all categories. The price point is indeed favorable and salons can place this with either high-end spa/resort products or have Aquage as their only line and be as successful.

If you wish more information about Aquage, go to their website, http://www.aquage.com/, or to Clip Motion to see videos of the Aquage Team.

Criteria for evaluation of products were:
-packaging and readability
-product sizes and shapes
-color and fragrance
-feel on hand and hair
-surfactants, slip and rinsing
-après shampoo feel of hair

Products were also evaluated on these additional criteria:
-product claims
-support materials
-education support
-availability
-attitude towards diversion