{"title":"American Crew","description":"","products":[{"product_id":"american-crew-forming-cream-50g","title":"American Crew Forming Cream 50g","description":"\u003cp\u003eA water-based styling cream with medium hold and a natural shine — pliable enough to restyle, and it shampoos out without residue.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhat it does\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eMedium hold that stays movable, so you can reshape through the day\u003c\/li\u003e\n\u003cli\u003eLeaves a natural, healthy shine rather than a wet or greasy look\u003c\/li\u003e\n\u003cli\u003eMakes fine or thinning hair look thicker and fuller\u003c\/li\u003e\n\u003cli\u003eWater-based, so it shampoos out easily with no build-up\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003cstrong\u003eHow it works\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003ePVP copolymer is the holding agent that gives the hair body and firmness\u003c\/li\u003e\n\u003cli\u003eLanolin wax holds the style while keeping it movable rather than locked\u003c\/li\u003e\n\u003cli\u003eGlycerin swells the hair shaft so each strand looks thicker\u003c\/li\u003e\n\u003cli\u003eSucrose conditions the hair and helps it hold moisture\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003cstrong\u003eYour Routine\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eWhen to use: Use as needed — on damp or dry hair\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003ePro Tip\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eOn damp hair it gives more hold and thickness; on dry hair, more shine and separation. 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