Volume & thickness with natural bounce. Heat defence. Hair feels thicker, with healthy looking body Calms frizz, static & flyaways Helps protect against damage caused by heated appliances. Express yourself UK's no. 1 styling brand* * For 7 consecutive years, SymphonyIRI Group hair styling Value Sales to 52w/e 11 May 2013. VO5® Plump It Up range is designed to give you hair fabulous bounce & volume. VO5® has the products & expertise to help you confidently create the looks that express the very best of you.