AFFINAGE Salon Professional introduces the unique DATEM™ technology.

DATEM™ captures oxygen and reduces the action of free radicals.

Free radicals are generated from the oxygen; they attach themselves to the protein molecules and once there they break the molecular bond of the protein.  This protein is then de-stabilised and begins to break down (this process could be called “ageing” breakage).  This attack on the protein occurs whenever bleaching or oxidising colouring products are being used.

With DATEM™, the oxygen outside the hair remains encapsulated and therefore is unable to attack the cuticle, because the cuticular protein does not have the same connection with the D.A.T.E.M. the oxygen remains imprisoned for longer than the lifting process takes to complete. Because of this unique ability, the cuticle is left unscarred and the lightening process is accelerated. Because of this unique ability the cuticle is unscarred and the lightening process is accelerated.

DATEM™  is featured in INFINITI, SPECTRUM, bRED, BLONDE, bRED REFRESHER and ERASER.

Oxygen encapsulated / Controlled by DATEM™	DATEM™ releasing oxygen to allow lightening process
DATEM™  in contact with melanin	Free oxygen