What is it? Personalised shampoo (or ShampYou, if you want to get cute about it).
What’s the USP? 'Shampoo where you call the shots'. High-quality, beautifully fragranced base-blends of shampoo that are then personalised with the addition of a choice of two 'superserum' shots (there's Curl Me Up, Gimme More Moisture, Turn up the Volume along with colour boosters like Beautiful Brunette and Ravishing Red).
Hero product? Which to choose? You can pick whichever fragrance you like - Black Pepper Citrus, Rosemary & Mint, Bakhour (woody and spicy) or Lemon Verbena - then call on the help of the Concoction 'mixologists' to help select your serums (they will examine your hair colour and type and diagnose the best additions for you). And then they'll blend them all together and give it a good shake to mix, like a cocktail...
How new is it? Launching today in Selfridges Oxford Street. In two weeks' time, you can also buy it online at www.concoction.co.uk. £14 for each ShampYou, and £16 for the accompanying Creme de Concoction conditioner (no personalising, but perfectly nice, with a Cashmere & White Lily fragrance).
I’d try...? I'm rather partial to the Black Pepper Citrus one, though I suspect it's meant to be for blokes. I've got a shot of 'Hi Definition Blonde' in there as well as 'ThermoStraight' and yes, it makes me feel very sophisticated.