By  on July 6, 2007

If there's anything hairstylist Orlando Pita and T3 creator Kent Yu want women addicted to their flatirons and blow-dryers to know, it's that "heat is your friend."

Heat, according to the styling world's famous hairdresser and the tool industry's wunderkind, isn't the same heat that helped Farrah Fawcett's hair do that famous flip. These days, heat, specifically heat made by ionic heating tools, is another kind altogether.

"Ionic heat has negative ions which protect the hair. The truth is that this is a different kind of heat," said Yu.

And a different kind of heat, he said, calls for a different kind of styling product.

"Why use old-school styling products?" Yu asked.

That said, the pair worked together over the past year to develop two styling items made to work with ionic flatirons and the like, where heat does much less damage to hair.

The result is T3 360 Plump, a product designed to volumize hair with a weightless finish. Plump's formula includes keratin protein and vitamin B complex and works with heat to deliver thicker hair. Plump will retail for $40 for a 4-oz. container.

There is also T3 360 Boost, which uses a heat-activated keratin blend to leave hair glossy and frizz-free. Only a pea-sized amount of Boost is needed to work, explained Pita. Boost will cost $40 for 1 oz.

Boost and Plump were researched and tested by T3's heat appliance research and development department, as well as by chemical consultants, and uses T3's proprietary nanotechnology.

T3, which is based in Gardena, Calif., entered the beauty world in 2004 when it introduced the Featherweight Dryer, one that uses a patented tourmaline technology designed to dry hair faster and leave it shinier. It retails for $200. When heated, explained Yu, tourmaline creates negative ions and infrared heat waves, which imparts a multitude of benefits. To make Boost and Plump, Yu reached out to third-party suppliers. Pita tested each styling product during many of his sessions on models and celebrities around the world, offering his opinion on what each item needed in order to perform better.Both items will enter stores including Sephora, Ulta, Nordstrom and select salons in October.

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