New, Reversible Curlaway® Curl Relaxer Offers Breakthrough in Multi-Ethnic Hair Care Market: Relaxes Hair Without Harsh Chemicals

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Curlaway® Curl Relaxer from Ian Charles® is a new, natural solution for African-Americans, Hispanics and others who often experience damage from traditional chemical hair straighteners. A non-alkaline, low-pH gel, Curlaway can be applied to dyed or previously-relaxed hair without causing breakage, leaving hair soft and manageable.

Curlaway® Curl Relaxer from Ian Charles® is a new, natural solution for African-Americans, Hispanics and others who often experience damage from traditional chemical hair straighteners. A non-alkaline, low-pH gel, Curlaway can be applied to dyed or previously-relaxed hair without causing breakage.

Distributed by Xenna Corporation, CEO C. J. Buck says, "Curlaway is truly revolutionary because of its gentle method of relaxing hair that avoids breakage. It is also unique because Curlaway can be applied to dyed or highlighted hair and chemically-relaxed hair to refresh a perm. Curlaway is also safe for children's and men's hair. Best of all it is semi-permanent and reversible. Hair will gradually revert to its natural curl if Curlaway is discontinued. So there’s never a risk of getting your hair over-processed.”

According to the company, Curlaway works gradually, relaxing the hair a little more with each application, or over time if used as a daily, leave-in conditioner. This allows the user to have a more natural look, such as big, bouncy curls or ringlets. Buck says, "The more you use it, the straighter your hair becomes. The straightening effect is reversible -- just stop using Curlaway when you have the look you like, or keep using it for silky-straight hair. Curlaway contains no harsh chemicals and relaxes all hair types."

Many women who depend on chemical (alkaline) relaxers have experienced excessive dryness, which contributes to breakage and damage. Unlike alkaline relaxers, patented Curlaway Gel uses natural moisturizing ingredients and a natural source of acetic acid to rotate the disulfide bond within the matrix of the hair shaft, rather than breaking it, as conventional relaxers do. Curlaway’s conditioning ingredients soften brittle or dry hair.

Curlaway Gel is also easy to use without the risk of leaving it on too long because the one-step process requires no neutralization. Curlaway can be used as an overnight treatment and, with very light application, as a daily, leave-in conditioning-relaxer. It takes about 20 applications to straighten virgin curly hair, and an average of 5 applications to relax permed or wavy hair.

The company’s advertising stresses the fact that people “love their Curlaway hair” because it is soft, full, bouncy and easy to maintain on low-heat settings with a flat iron or a curling wand.

Xenna offers a money-back, no time limit guarantee. One 6-oz jar contains 6 to 8 applications. It can be purchased at Walgreens in most major cities, including Boston, Philadelphia, Detroit, Houston, Kansas City and New Orleans. It is also available in Beauty Supply stores on the East Coast. For a complete listing of store locations, go to http://www.xenna.com/curlaway_walgreens.html. Curlaway can also be purchased online at http://www.curlaway.com.

Xenna Corporation is a privately-held, woman-owned company which develops and distributes natural personal care products for skin, hair and nails. All Xenna products are unconditionally money-back guaranteed. To view before and after photos, click on http://www.xenna.com.

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C. J. Buck
Xenna Corporation
800-368-6003
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