African Pride ® Launches a Relaxer Revolution

Friday, December 28, 2007

December 2007, -- (New York, NY) – African Pride®, one of the industry’s leading relaxer systems, has broken the mold with the introduction of the new African Pride ® Miracle Deep Conditioning No Lye Relaxer System with Healing & Hydrating African Herbs. The relaxer system speaks directly to the problems that matter most to women of color – dryness, breakage, damage and irritation.

African Pride allows women to have the silky straight hair she desires, while remaining comfortable throughout the process thanks to the new Healing & Hydrating African Herbs –  17 natural herbs and oils – gathered from around the globe, that are mixed in during the relaxer process.

The technology of transferring the nutrients (herbs & oils) during the relaxing process is a first in the relaxer category.  In addition, the consumer-controlled process allows women to create the perfect recipe for a healthy head of hair!

Inspired by the brand’s unique heritage, African Pride ® Miracle Deep Conditioning No Lye Relaxer System with Healing & Hydrating African Herbs looks to nature to provide healing remedies for the hair:  Nettle to condition, Rose Hip to moisturize, Elder Flower to soften and Jojoba for shine, among other herbs that combine to heal and hydrate the hair and scalp while adding intense moisture, comfort and shine.

“We are proud to be a part of this revolutionary development in the no-lye relaxer market,” says Shawn K. Tollerson, Vice President Marketing for Colomer Consumer Products Group. “The marriage of nature with technology yields dynamic results for our consumers, while addressing the concerns that matter most to them.”

How to Create the Recipe for the Perfect Relaxer:

1. Pour the Healing & Hydrating African Herbs into the relaxer crème.
2. Add the liquid activator.
3. While you mix the ingredients together nutrients from the 17 herbs and oils are transferred to the relaxer crème.  You can see the herbs soften and change color. The process is known as nutrient transfer.
4. Apply the relaxer infused with Healing & Hydrating African Herbs to hair as normal.
5. Enjoy a beautiful head of hair!

“African Pride is proud to continue providing innovative products that allow our consumers to play an active role with styling and maintenance of their hair,” says Anthony Standifer, African Pride Brand Manager. “The addition of the new Healing & Hydrating African Herbs is a creative and effective tool for women to take control of the process while getting the look they want.”

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For more information on African Pride, sample requests or to schedule an interview with a Colomer USA representative or Style Expert please contact:
Quamiesh McNeal
qmcneal@noelle-elaine.com
646-424-9750