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P&G's Aussie brand promotes air-dried hair for summer

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CINCINNATI — Procter & Gamble Co.’s Aussie hair care brand is urging women to ditch the hair dryer and air dry their hair this summer. To that end, the brand has released a second video starring Graydon Sheppard, one of the creators of a popular twitter feed and Web video series.

Procter & Gamble Co.’s Aussie hair care brand is urging women to ditch the hair dryer and air dry their hair this summer. To that end, the brand has released a second video starring Graydon Sheppard, one of the creators of a popular twitter feed and Web video series.

Aussie’s "Sh*t Girls Say About Hair — Episode 2" video dramatizes high-maintenance summertime hair routines and is meant to encourage women to opt for a simpler approach.

"This second video is meant to be relatable and familiar, but also funny," Sheppard says. "It laughs at those moments when hair becomes too consuming. Shouldn’t we all save time on our hair and not let it get in the way of life?"

Aussie has also enlisted celebrity stylist Sarah Potempa to provide expert tips, tricks and styles to transform wet hair into awesome air-dried hairstyles.

"The most important step to achieve beautiful air-dried hair is to start with a healthy base," says Potempa, who urges women to choose the right conditioner for their hair texture, which will help leave their hair smoother after it air dries.

The brand adds that Aussie 3 Minute Miracle Deep Conditioner has five customized formulas that promise to solve any hair issue in just three minutes, creating the perfect base for any air-dry hairstyle. They are:

• Aussie 3 Minute Miracle MOIST, which is infused with Australian aloe and jojoba seed oil for the intense hydration hair needs in the summer.
• Aussie 3 Minute Miracle STRONG, with an infusion of lotus flowers and silk protein, promises to strengthen weak and damaged hair.
• Aussie 3 Minute Miracle SMOOTH, which uses ginseng root and olive oil to fight frizz while moisturizing hair and protecting it from future damage.
• Aussie 3 Minute Miracle COLOR, infused with chamomile and camellia, is made specifically for color-treated hair to keep dynamic color from turning dull.
• Aussie 3 Minute Miracle SHINE is infused with lemon juice and almond oil, and promises to make hair shine while keeping it soft and smooth.

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