"They keep it fresh"

Back in 2005 (!), I was shocked to learn that Japanese hair-straightening refers to the process by which ethnically Japanese women straighten their hair, and not - as I'd imagined - a straightening technique meant to give wavy- or curly-haired women of other ethnicities a stick-straight texture. So maybe I shouldn't have been surprised to discover that "Scandinavian blond" means (or can mean) not Nordic envy on the part of the swarthy, but rather the shade almost-blond Scandinavian woman aim for when making themselves even blonder (or, as I understand people see it in blonder parts of the world, going from brunette to blond, wherein "brunette" is what I might call "dirty blond.") From - where else? - Into The Gloss:

I’m blond, but not naturally blond. All of the Swedes get highlights—trust me. They don’t do their whole heads, but they keep it fresh. I’m so sorry, but Americans cannot do blond hair—they just can’t do the ‘Scandinavian blond’ correctly. I’ve been to so many salons, and it’s never the Scandinavian blond. I never know exactly how to explain it, besides saying ‘Scandinavian blond.’ [....]

When I meet other blondes, I know if it’s an American or Swedish blonde: American blondes are more golden. It’s not a ‘pretty’ blonde. [Oh, it goes on.]

I'm thinking we need a name for this phenomenon: the quest of women who already have Trait X to have it even more than they already do. See also: the many, many, many, many dieters who are already thin but want to lose five (imperceptible-to-anyone-else) pounds.