BEAUTY CARE

Green-Wonders expands ethnic hair care product line

BY Antoinette Alexander

LOS ANGELES Ethnic hair care company Green-Wonders is expanding its product line with the new Naturalaxer Kit-In-A-Jar, which is positioned as the first multi-ethnic hair relaxer that is organic, nontoxic and chemical-free.

While Green-Wonders’ products, including the new Naturalaxer Kit-In-A-Jar, currently are available online at Naturalaxer.com, the company is looking to take the Green-Wonders line into retail chains and beauty supply stores next year.

“We use pure essential oils and shea butter with no added fragrances or harsh chemicals,” stated founder Angela de Joseph, who once worked at Johnson Products. “Most hair relaxers contain sodium hydroxide, which breaks the bonds in hair and erodes hair cuticles. The Naturalaxer formula uses naturally occurring minerals to slightly raise the alkalinity or pH of the hair, which softens and loosens the curl texture.”

The Green-Wonders hair care line also includes Gentle Moisture shampoo, Moisture Formula conditioner, H2O Thermal styling oil, EHO Essential hair oil, Hair Dew Moisture Formula gel and PSB Pure Shea Butter skin and hair conditioner.

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L’Oreal Paris’ The Color Space heading to Mass.

BY Antoinette Alexander

NEW YORK L’Oreal Paris is bringing The Color Space to The Big E in West Springfield, Mass., between Sept. 18 and Oct. 4, the beauty company has announced.

The Color Space is a 5,000-sq.-ft. interactive beauty pavilion that brings beauty to life for women, men and children. Visitors are invited to enjoy complimentary services and product samples from L’Oreal Paris’ trained professionals, skin care analysis and consultations, mini-makeovers, hair care and hair color consultants and more.

The pavilion will also feature a Pro Manicure bar, skin care lab with computer terminals for access to the L’Oreal Paris Web site, and a mobile Truelight Pod, exclusive to L’Oreal Paris. The pod recreates specific lighting environments so visitors can see how different light affects the look of makeup and hair tones.

Also, in celebration of L’Oreal Paris’ 100-year anniversary, visitors will receive limited-time special pricing on select L’Oreal Paris products and $2 gift certificate that can be used toward the purchase of any products sold at The Color Space or local retailers.

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African immigrants an untapped beauty market

BY Antoinette Alexander

LOS ANGELES —Attention retailers and multicultural beauty brands: The African immigrant consumer market in the United States is a largely untapped consumer segment that yields $50 billion in purchasing power, according to data from the U.S. African Chamber of Commerce.

“There are [more than] 1.4 million Africans living in the United States, and these consumers possess very high educational attainment and incomes. Additionally, this is a segment with a powerful sense of identity and pride in being African,” stated David Morse, president and CEO of New American Dimensions, a firm that provides customized multicultural consumer research.

These consumers maintain connections to their friends and family in their native countries, as well as maintain ties to native traditions, including food, music and entertainment.

The study—conducted among 393 African immigrant adults in California, Minnesota, Washington, D.C., and New York—found that African immigrants tend to be sensible shoppers, and that younger shoppers are prone to buying products recommended by family and friends.

Supermarkets lead the list of stores patronized by African immigrants, according to the study, while discount stores and low-end department stores are the top shopping venues for clothes and accessories.

Those marketers looking to reach this consumer group are wise to turn to social media, as Africans—especially younger Africans—are heavy visitors of online social groups. Most of these consumers have personal computers, as e-mail is used heavily for keeping in touch. Nearly all of the Africans interviewed for the survey owned cell phones.

“This is a growing consumer segment within the multicultural market—one that cannot be overlooked,” stated Martin Mohammed, president of the U.S. African Chamber of Commerce.

The study is by New American Dimensions in conjunction with The African Chamber of Commerce; Bruce Corrie, dean of the College of Business and Organizational Leadership at Concordia University in St. Paul, Minn.; The Minneapolis Foundation; and Aguilar Productions.

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