The Stephan Co. introduces new hair care lines for African-American women
TAMPA BAY, Fla — The Stephan Co., a manufacturer and distributor of hair care, skin care and personal care products, is expanding its product portfolio with the new LeKair Natural Curls and New Era – Love Your Curls lines for African-American women.
LeKair Natural Curls is a line of products specially formulated with the properties of avocado oil to enhance natural black hair. The line consists of four products: Moisturizing and Detangling Conditioner to prevent knots and tangles while helping to soften and hydrate multi-textured hair; Moisturizing Shampoo to soften and strengthen coarse hair, while also protecting the scalp from damage; Curl Rejuvenating Spray to give instant bounce and life to lazy curls; and Curl Defining Cream for curl definition without the crunch.
All four of the LeKair Natural Curls products, which have a suggested retail price of $6.99 each, are available nationally at beauty supply stores.
New Era consists of four products: New Era Moisturizing Shampoo to cleanse and moisturize multi-textured hair while adding shine and elasticity; New Era Moisturizing & Detangling Conditioner to strengthen damaged brittle hair, while also preventing breakage; New Era Rejuvenating Spray, which is a light-as-air styling mist, ideal for all curl patterns and textures to revitalize lazy curls and eliminate frizz; and New Era Curl-Defining Cream , which is a lightweight cream that provides curl definition, strengthens and hydrates hair, without weighing it down. All four products have a suggested retail price of $9.99.
To support LeKair Natural Curls, the Stephan Co. plans to connect with today’s African-American women on social media and through national sponsorships and sampling at Natural Hair beauty conferences and events.
For New Era, the Stephan Co. plans to establish a presence ra on social media and through targeted sponsorships and sampling at grass roots events that champion multiculturalism.
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NAD: P&G can support certain claims for Olay Ultra Moistrue Body Wash
NEW YORK — The National Advertising Division has determined that Procter & Gamble can support claims that Olay Ultra Moisture Body Wash leaves more moisturizer on the skin than Unilever’s Dove Deep Moisture; however, NAD recommended that P&G stop claiming that “virtually all of the moisturizers in Dove Deep Moisture Body Wash just wash down the drain,” as well as claims that imply the P&G product functions as a lotion.
NAD is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus.
Key to NAD’s decision was its examination of the parties’ scientific evidence. Following its review of the evidence, NAD determined that P&G could support the following claims:
· Leaves a meaningful greater amount of moisturizer/moisture on the skin, post-shower, than Dove Deep Moisture
· “Over time, Olay leaves skin … more moisturized than Dove”
· Olay’s lather “actually carries moisturizers down onto the skin in the shower”
· Olay’s moisturizers “are designed to penetrate into the surface layers of the skin where they help maintain the skin’s precious natural moisturizing factors, for moisturized skin.”
At the same time, NAD recommended that the advertiser discontinue its claims that “virtually all of the moisturizers in Dove Deep Moisture Body Wash just wash down the drain” (and related “down the drain claims”), as well as the claims by the shower confessional commercials’ spokespersons that the difference is “shocking” that they “get a chill [and] want to run up and switch it to Olay Ultra Moisture.”
NAD concluded that the evidence did not support the advertiser’s superior smoothness claims and recommended that these claims be discontinued.
NAD further recommended that the advertiser discontinue its claims that Olay Ultra Moisture, provides a “lotion-like” lather, “releases a moisturizing lotion” and avoid the implication that its product acts as a functional equivalent of, or obviates the need for, a moisturizing lotion.
P&G, in its advertiser’s statement, said it appreciated NAD’s positive findings, but was disappointed “that the NAD did not agree with the support provided for the remaining claims. P&G will take the NAD’s recommendations and guidance into account in future advertising versus the currently marketed competitive product.”