|By PR Newswire||
|January 7, 2014 02:45 PM EST||
JACKSONVILLE, Fla., Jan. 7, 2014 /PRNewswire/ -- Leading hair care manufacturer Creme of Nature is launching Straight from Eden, a brand new relaxer system that utilizes a straightening creme that is 100% derived* from plants to make chemical straightening gentler on hair for better management with less dryness, damage and hair breakage. The product will be in stores January 2014.
Unlike traditional relaxers, Straight from Eden utilizes two activators - one liquid and the other a creme booster - that play a critical role in performance. Once combined, the pH rises to effectively straighten the hair with a less damaging effect. "We have clinically proven that natural oils in the relaxer creme are alive and present at the point of activation," said Shawn Tollerson, Colomer Beauty Brands Vice President of Marketing. This is the moment when the true benefits of coconut, avocado and olive oils penetrate the cuticle of the hair shaft for maximum benefit."
Straight from Eden's proprietary formula does not contain the drying and synthetic ingredients typically found in traditional relaxers. There is no lye, petrolatums, propylene glycol, formaldehyde, sulfates, parabens, mineral oil or alcohol***. It uses the power of coconut to restore strength and protect hair from damage, avocado to fortify hair and promote overall hair healthiness, and olive oil to hydrate the strands and infuse necessary moisture.
"Consumers who relax their hair love their styles and the manageability it provides, but they have been searching for a healthier, less damaging option," said Tollerson. "After four years of research and development, we found a way to provide consumers with the straightening performance they demand, while also allowing the natural oils to penetrate the hair during the relaxer process. This is unprecedented."
Straight from Eden, comes in two universally appealing formulations: Hair Type A for fine, wavy, delicate hair looking to reduce frizz and improve manageability and Hair Type B for normal to thick hair. Both plant-derived hair care systems contain 100% plant-derived* straightening creme, two activators, hydrating neutralizing shampoo, conditioning treatment, and repairing oil.
Straight from Eden will retail for $7.99 - $10.99 in January 2014 at mass market stores and fine beauty supply stores nationwide. For more information, please visit: www.StraightFromEden.com.
* un-activated straightening creme/some ingredients chemically modified
** Creme of Nature Straight from Eden Relaxer System reduces breakage vs. traditional no-lye relaxer and neutralizing shampoo.
***un-activated straightening creme formulated
About the Colomer Beauty Brands
Colomer Beauty Brands is the manufacturer of Creme of Nature®, Fabulaxer®, Lottabody®, and Roux®. In addition to Colomer's headquarters in Spain, the global corporation has facilities in the U.S., Italy, South Africa, Mexico and Ireland. Colomer Beauty Brands is headquartered in Jacksonville, Florida. For more information on Colomer's family of products, visit www.thecolomergroup.com.
Video with caption: "Eden launch." Video available at: http://www.youtube.com/watch?v=Ji4Vu9HG3G4
Image with caption: "Eden Family of Product." Image available at: http://photos.prnewswire.com/prnh/20140107/MM42172
SOURCE Creme of Nature