BEAUTY CARE

Liquid Keratin Bold at-home treatment hitting retail

BY Antoinette Alexander

BETHESDA, Md. Canadian-based Liquid Keratin has announced that it is expanding its at-home keratin treatment product line with the U.S. launch of Liquid Keratin Bold for multi-ethnic hair types in stores across the United States this fall.

Liquid Keratin Bold will be available at Ulta retail stores and online at Beauty.com in September, and other retail locations starting in October.

This stronger formulation of Liquid Keratin was designed specifically to provide worry-free manageability to ethnically diverse hair types without the use of formaldehyde or other harsh chemicals. The Liquid Keratin line gives consumers the option to wear their hair curly, wavy or straight without frizz or expensive, lengthy salon visits. The spray-on treatment is designed to provide results lasting as long as 30 days for treatment-resistant hair.

“Having listened to our customers and hearing their comments and suggestions, I knew it was time to go back to the lab and reformulate,” stated David Allice, president of Liquid Keratin. “We needed to create a product that met the demands of women with stronger curl patterns, so they too could enjoy the full benefits of Liquid Keratin. Liquid Keratin Bold does just that, while remaining nontoxic and the only do-it-yourself keratin treatment on the market.”

The Liquid Keratin Bold starter kit will be sold for $69 and contains a 4.2-oz. Liquid Keratin Bold spray 30-day treatment and four trial-size (1.7 oz.) ancillary products to enhance the results of the Liquid Keratin Bold treatment (Keratin Infusing healthy hair shampoo, Keratin Infusing deep de-frizz conditioner and Keratin Filling leave-in conditioner). 

Being added to the line this fall are the Keratin Infused volumizing and revitalizing dry shampoo, Keratin Infused shine and moisture-renewing dry conditioner and Keratin Infused deep conditioning oil with argan and baobab oils. These ancillary products, as well as the Keratin Sealing shine serum, also are sold separately as full-size items from $27 to $39.

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BEAUTY CARE

Neutrogena’s Wave for Change campaign raises $200K

BY Antoinette Alexander

LOS ANGELES Skin care brand Neutrogena’s Wave for Change campaign, with the help of teens across America, achieved its goal of raising $200,000 for communities in need. The donation will be divided among three causes in the United States and globally, as determined by teens on Neutrogena’s Facebook page.

Neutrogena invited teens to show their support for the campaign by purchasing oil-free acne wash pink grapefruit products and the Wave Sonic power-cleanser. For every product sold, Neutrogena pledged $1, up to $200,000, to GlobalGiving, an organization that links donors to such causes as environmental, educational and disaster-relief charities. GlobalGiving was instrumental in selecting three charities that aligned with the three causes identified by Neutrogena.

The teens helped determine how to split the donation among the causes. The final distribution of funding, based on the results of the online activity, was as follows:

  • 68% to the Women’s Global Education Project, a charity that supports education;
  • 23% to the Lambi Fund of Haiti, a charity that provides disaster relief; and
  • 9% to the Whaleman Foundation, a charity that works to protect the environment.

With their share of the funds, the Women’s Global Education Project will help girls in rural Africa who otherwise would not be able to attend school. The organization’s efforts include scholarships for girls and adult literacy classes for mothers so they can support their daughters in school.

The Lambi Fund of Haiti will use its share of the funds to help women and children affected by the recent Haiti earthquake. Its outreach includes providing clean drinking water and proper sanitation for local families, as well as protection from violence for thousands of women and children forced to live in tent cities.

The Whaleman Foundation will use its share of the funds to help wildlife impacted by the oil spill in the Gulf of Mexico. The campaign funds will help support the animals’ rescue and a research mission in the Gulf.

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Head & Shoulders insures NFL star’s hair

BY Antoinette Alexander

CINCINNATI Procter & Gamble’s Head & Shoulders hair care brand is taking out a $1 million insurance policy on Pittsburgh Steelers safety and brand spokesman Troy Polamalu’s trademark hair.

Together with insurance agency Watkins Syndicate at Lloyd’s of London, the brand has created the first-ever insurance policy to protect Polamalu’s full and thick Samoan locks for the entire NFL season.

He has not cut his hair in more than seven years, and his hair even has its own website, Troyshair.com, where fans can win such NFL prizes as a Super Bowl XLV VIP package all while learning about Polamalu’s secret weapon — Head & Shoulders Hair Endurance for Men.

“Hair Endurance for Men cleans Troy’s scalp and hair to keep it looking full and thick despite the beating his hair takes on and off the field,” stated April Anslinger, brand manager of Head & Shoulders. “We are proud to insure his hair knowing that Head & Shoulders is the essential part of the daily grooming regime that makes his hair so recognizable.”

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