Forget all you know about traditional hair masks — Elasticizer pre-shampoo treatment brings frizzy, tangled strands back to life INSTANTLY. Designed to put the elasticity back into dry, dehydrated strands, for a dramatic reduction in breakage, this isn’t just any regular conditioning hair mask. CLINICALLY PROVEN to reduce breakage after just one use* Quenches the thirst of dry hair RESTORES ELASTICITY and bounce Banishes tangles, frizz & straw-like ends  The solution to STRONGER, HEALTHIER HAIR INSTANT SHINE that catches the light Leaves hair obsessively smooth and soft Tames tangles Brings dry hair back to life Elasticizer pre-shampoo treatment brings dry, frizzy, tangled strands back to life.  Why is hair elasticity important? Did you know that a healthy hair can stretch up to a third of its length, and swell up to 20% of its diameter, making it even stronger than a copper wire of the same diameter? However, when hair is dry and damaged it lacks stretchability, is weaker and will snap more easily under tension.  Flooding hair with moisture, Elasticizer restores this stretch back into dry hair, which in turn makes strands more resilient against daily stressors like brushing and styling. In fact, after just ONE use, Elasticizer is CLINICALLY PROVEN to reduce breakage^. Combatting dehydration, candyfloss ends and controlling frizz, this ultimate hair restorer recovers softness and movement to leave strands feeling obsessively soft, hydrated, with instant shine that catches the light.  How do I use it? Apply Elasticizer to damp hair and leave for at least 20 minutes - the longer the better, and you can even leave it on overnight. Wash out with a Shampoo & Conditioner for your hair type and style as normal.  TRICHOLOGIST TOP TIP: Double shampoo to ensure you rinse away any residue and leave your hair feeling weightless and bouncy.  The History of Elasticizer We designed Elasticizer originally for Audrey Hepburn, to give her that movie star bounce and shine she was missing after weeks of styling on set. It is still our best-selling dry or damaged hair treatment today. Cate Blanchett, Kate Winslet, Zendaya, Rochelle Humes and Georgia May Jagger are all converts, and with such advocates, we are confident it will work for you too. This unique formula is still used as part of the hair treatments received by every Client who visits our award-winning Clinics in London and New York. ^46% REDUCTION IN BREAKAGE AFTER ONE USE - INDEPENDENT INSTRUMENTAL TEST