News

New Category Satisfies Unmet Consumer Needs and Creates Great Sales Opportunities in OTCs

Strength of Nature, the new owners of Soft & Beautiful, TCB and Proline, and the makers of African Pride, Dream Kids, Beautiful Textures, Elasta QP and Profectiv MegaGrowth, are changing the rules and revolutionizing the hair industry with the Reversible Straightening Texture Manageability ™ System now available for the little curlies!

 

Introducing Dream Kids Detangler Miracle Reversible ™ Straightening System, this system is a little miracle for moms who are looking for styling versatility, reducing the time it takes to style their little curlies’ hair and most importantly doing it with no tears! The key to this system is the amazing amino acid-based Inner-Active ™ conditioner that is free of harsh chemicals, so it doesn’t alter your child’s hair texture- making it perfect for curly girls!
Moms will celebrate whether their little one is curly, coily, wavy or relaxed, the new Reversible ™ Straightening Texture Manageability™ System gives moms (and daddies too), the freedom to create remarkable quick and easy, tangle-free styles that their little curlies will love. For the first time, achieve up to 4 to 6 weeks of long-lasting manageability without altering your child’s hair texture so she can go back to natural at any time.
The secret is the Inner-Active Leave-In Conditioner, which is infused with Shea butter, olive oil and amino acids, and has no harsh chemicals. This leave-in conditioner penetrates the hair for 15-20 minutes, which causes the hair to elongate and soften, making it easier to detangle. Once the detangling process is complete, the hair is blow-dried and flat-ironed, creating silky straight hair with unmatched body and shine in a fraction of the time of most traditional straightening methods.

Here’s How it Works:
Step 1: Shampoo your child’s hair.
Step 2: Apply the Inner-Active Conditioner and detangle curls.
Step 3: Blow-dry hair.
Step 4: Flat-iron the hair to seal in the conditioning agents of the Texture Manageability System and get up to six weeks of straightness.

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The result is sleek, healthy hair that’s easy for moms to manage. The Dream Kids Detangler Miracle allows users to instantly flip back to wearing their natural hair at any time by simply washing it with a clarifying shampoo. No other hair care system offers the freedom to go from free-flowing curls to bone straight and back again. This new technology is not a partial relaxer, keratin treatment or texturizer.

Softer, More Defined Curls
For more elongated curls, The Dream Kids Detangler Miracle also helps lengthen a tight curl pattern. Simply apply the Inner-Active Conditioner and style as usual to reveal softer, smoother, less frizzy kinks, curls and waves.
The Dream Kids Detangler Miracle Texture Manageability System provides the ultimate in styling versatility and manageability, with the ultimate conditioning to help hair grow naturally as beautiful coils, curls, kinks or waves.
Increase Sales and Meet Consumer Needs
•    As the natural market grows by 10% every year, growing numbers of mothers want to sustain their child’s natural hair.  They search out products that will allow them to manage their child’s texture. Equally as important is a product that can enable moms to create age appropriate styles for their daughters without the use of harsh chemical. This will be a major win of a retailer that meets the need of the rapidly growing segment.
•    Gain new incremental revenues from women with natural hair (perhaps 50% of shoppers) who like to frequently or occasionally achieve straight styles, and who now have NO product alternative when using heat and a flat iron.
•    Gain new incremental revenues from previous relaxer users who like straight styles but are transitioning away from chemical products, and who now have a Reversible™ Straightening product that can replace the relaxer they were giving up.
•    Experience increased frequency of product use versus relaxer: Reversible™ Straightening is used every 4-6 weeks versus relaxer usage of every 6-8 weeks, which means a higher turn.

For more information about the Dream Kids Detangler Miracle Texture Manageability System, visit us at www.africanpridedreamkids.com.

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