Perfect Union: How Modesta Cassinello and Tappwater Revolutionize Hair Care

How did this alliance come about?

MC : At Modesta Cassinello, we've been conducting holistic research on how to optimize hair and skin health for years, going beyond cosmetic formulation to deeply understand all the factors that influence their balance and well-being. My own experience moving from Granada to Málaga was eye-opening: I noticed a significant change in the water quality, both in its taste and its effects on my skin and hair after showering. This difference sparked my curiosity and led me to delve deeper into how chlorine, limescale, and other particles in water impact our beauty routines. This led me to understand that water quality is a key element in personal care. Upon discovering Tappwater's technology, I knew that together we could transform the way we approach health and beauty.

TW : We wanted to create the perfect kit for anyone looking to elevate their skin and hair care routine to the highest level possible, hassle-free and with visible results from the first use. The water we use in the shower has a direct impact on the health and quality of both our hair and skin. That's why combining ShowerPro Diamond's water purification technology with Modesta Cassinello's advanced shampoo formulation seemed like the perfect fit.

What was the biggest problem that this combination was intended to solve?

MC : Many people invest in hair and skincare products without considering that the water they use can affect their results. Chlorine, heavy metals, and microplastics can dehydrate hair, disrupt the skin barrier, and reduce the effectiveness of cosmetic treatments. This collaboration addresses that problem at its root.

TW : Personal care products can't always deliver their full potential if the water used contains impurities and contaminants. Chlorine, heavy metals, and microplastics can affect both hair and skin, reducing the effectiveness of treatments. With this combination, ShowerPro Diamond removes more than 70 unwanted substances from the water, allowing Modesta Cassinello shampoos to perform at their full potential, delivering better results and healthier care.

If you had to describe the synergy between Tappwater and Modesta Cassinello in one word, what would it be and why?

MC : Optimization. Because we're perfecting skin and hair care.

TW : Transformation. Because together we improve water quality and, in turn, the health of our hair and skin, taking our beauty routines to the next level.

What's the best thing about using them together?

MC : H03 Shine and Vitality Shampoo is formulated to effectively yet gently cleanse the scalp, softening and improving hair's elasticity without weighing it down. When used with water filtered by the ShowerPro Diamond filter, its active ingredients work more efficiently. One of its components, crystalline quartz, reduces the surface tension of water, making it feel lighter and softer. Plus, with no chlorine or heavy metal residue, the hair fiber improves its shine and softness, and the scalp maintains its balance and well-being.

TW : Consumers notice a real improvement in the texture and health of their hair from the first application. By removing impurities from the water, shampoos can work more effectively, reducing dryness, irritation, and frizz.

What changes will the user notice?

MC : You use less shampoo, and the foaming power is increased. Your hair feels softer, lighter, more manageable, and your scalp is balanced. Plus, the filter has been proven to reduce microplastics by more than 95%.

TW :

• Softer, shinier, and more hydrated hair.
• Less irritation or dryness of the skin and scalp.
• Longer-lasting and more effective hair products.
  

For someone who has never thought about the impact of water on their skin and hair, what difference does filtering water make?

MC : If you've ever traveled to a coastal area with harder water, you'll have noticed that the same shampoo doesn't work as well as it does at home, and that your hair becomes matted, loses shine, and gets dirty more quickly. This is due to the buildup of limescale, chlorine, and heavy metals that disrupt its natural balance.

With the ShowerPro Diamond shower filter, we eliminate these elements, allowing hair to feel lighter, softer, and with a natural shine from the first wash. Plus, when used in conjunction with the H03 Shine and Vitality Shampoo, we enhance its effectiveness, maximizing its benefits. The result is cleaner, more hydrated, and healthier hair that lasts longer.

TW : Unfiltered water can contain chlorine, lime, heavy metals, and other substances that dry out the skin and weaken the hair fiber. Filtering it improves hydration, reduces irritation, and makes hair stronger and healthier, with less breakage and frizz.

Where is the industry headed in terms of integrating technology into beauty and personal care products?

MC : The beauty of the future will be holistic and science-based. It will no longer be enough to simply apply products to the skin or hair; we must optimize the entire environment in which they operate. Technology and sustainability will be key. We will increasingly see smart solutions that personalize and optimize beauty routines.

TW : More than ever, beauty and wellness are closely linked to science and technology. Consumers are looking for more effective, safer, and sustainable products, and water filtration is a natural evolution within the personal care sector.

How do these products reduce environmental impact and contribute to more responsible consumption?

MC : If the water is free of harsh chemicals, you improve the performance of the cosmetic, achieving, as we said before, an economic and sustainable impact.

TW : The ShowerPro Diamond filter helps reduce the need for additional hair care products by improving the effectiveness of existing ones. This reflects Tappwater's broader commitment to sustainability, offering innovative filtration solutions that reduce plastic waste and improve water quality for a healthier lifestyle. At the same time, Modesta Cassinello shampoos are formulated with biodegradable ingredients and recyclable packaging, reducing their ecological footprint.

Do you think this type of innovation can really make a difference in long-term sustainability?

MC : Yes. The cosmetics of the future will not only focus on ingredients, but also on the impact of the environment on skin and hair. Water is a scarce resource, and its quality has declined over the years. Improving its quality is key to its utilization and protection of natural resources.

TW : Absolutely. Reducing chemicals in water not only benefits those who use it, but also minimizes the impact on aquatic ecosystems. Additionally, by requiring fewer products to achieve great results, packaging waste and resource consumption are significantly reduced.

How do you think this product will change people's routines?

MC : We're beginning to redefine how we understand beauty. Filtering water will be just as important as choosing the best shampoo or body wash.

TW : It will make people more aware of how water quality affects their skin and hair. Just as filtering drinking water has become a common practice, in the future, filtering shower water will become a standard step in personal care, as we now fully understand the benefits of clean water and premium products for our bodies and hair.

To GM Tappwater :

What does this filter have that really makes it different from others on the market?

ShowerPro Diamond combines a unique, elegant design with advanced filtration technology that removes over 70 unwanted substances from your water, all without losing pressure or requiring complex installation. Its multi-layer filtration system captures contaminants without adding chemicals or altering the shower experience. What truly sets this filter apart is its patented technology, which modifies the molecular structure of limescale (calcium and magnesium) to prevent it from adhering to surfaces. This means it not only prevents limescale buildup in your shower but also prevents it from penetrating your skin pores, offering a unique and effective solution for healthier hair and skin.

If you could describe in one sentence what you are most proud of about this filter, what would it be?

"We transform shower water into a cleaner, healthier version, just as nature intended, making it the best ally for your skin and hair. From the first use, it provides a superior care experience."

For the CEO of Modesta Cassinello :

What does this filter have that really makes it different from others on the market?

H03 Shine and Vitality Shampoo boosts scalp health and enhances hair's beauty, combining nature, science, and sustainability in perfect synergy. Its innovative formula offers holistic care that balances the scalp, strengthens the hair fiber, and provides strength, softness, and vitality to the hair.

If you could describe in one sentence what you are most proud of about this shampoo, what would it be?

"Its innovative formula not only cleanses, but transforms, providing holistic care that balances, protects, and enhances the beauty of your hair with every wash."