Princeton, NJ (PRWEB) March 11, 2008
Xenna Corporation's Curlaway Curl Relaxer, a non-alkaline gel, relaxes hair gradually without the brittleness or breakage that can result from chemical relaxers. Product sales grew 25% in the past year versus year ago, and the company feels that the consumer is now "comfortable" with the product as a safe and effective entry to the retail category.
According to the February 25, 2008 issue of Mass Market Retailer, "Natural and organic products have become an increasingly important driving force in hair care products marketed to African-American women and men."
While African-American women dominate the natural ethnic hair care market, "treating their hair like jewelry," according to Roslyn Chapman, founder of the Chapman Edge, "African-American men wear longer hair in braids and locks, as well as other natural hairstyles." Chapman said, "Natural hair care is primarily what African-American men would use, so natural hair care sections in retail stores need to be pumped up more as a destination."
Semi-permanent Curlaway transforms unmanageable, kinky hair into soft, looser, full curls in a one-step process that requires no neutralization. Curlaway does NOT contain alkaline chemicals, but relies on natural ingredients to gradually relax curl to avoid breakage and dryness.
"The nicest thing about Curlaway," says Carol J. Buck, Xenna CEO, is that "it makes people feel good about their hair. Having had very curly hair all my life, I can appreciate the frustration of unruly, unstylish hair. And I also know what Curlaway users are talking about when they send us testimonials like the one below because my hair is now delightfully manageable, and I can wear it either straight or in big, full curls."
Buck continues, "I now realize that I have good hair and needed a product to work with my hair. I am African American and my hair is very thick. Now I can wear my hair curly or straight. Currently, I am using Curlaway to transition, but I plan on shocking my friends, by being the first black girl on the block with natural curly hair that does not dry into an afro. It is true that Curlaway takes time, but the results are amazing. My co-workers said it looks healthy. Thank you, Xenna Corp, for showing me that black hair is also good hair."
Other user comments, such as this one, on the product's website (http://www.curlaway.com) report hair is easier to manage, smoother and softer, "I can't believe that this is my hair without a relaxer. It has totally and completely transformed my hair. My hair is soft, smooth, detangles with little or no effort."
Buck says, "Patented Curlaway was formulated with natural plant acids to work on all hair types, and is ideal for African Americans and Hispanics. For some, the best thing about Curlaway is that it can be applied before or after dying hair, so that users - both men and women - are free to have both relaxed and highlighted or dyed hair."
Designed for at-home use, Curlaway gradually removes curl, makes hair shiny and manageable, and eliminates frizzing in humid weather. It naturally moisturizes with grapeseed oil, Vitamin B-5 (Panthenol) and conditions with MSM.
Unlike traditional relaxers, Curlaway Gel is applied as a rinse-out overnight treatment and, with a light application, as a daily, leave-in conditioning-relaxer. Buck adds, "Best of all, the straightening effect is reversible -- just stop using Curlaway when you have the look you like, or keep using it for hair that is eventually (after 5 or 6 months of use) silky-straight. To go back to your natural curl, simply wait 6 to10 weeks and the Curlaway effect will wear off."
Additional benefits of Curlaway make it very versatile in combination with other hair products. For example, Curlaway can also be applied over a perm/old relaxer to refresh it. Or, it can also be applied before getting a perm - there's no waiting.
Curlaway allows users to have both relaxed and colored or highlighted hair. Regular applications of Curlaway Gel relax new growth so chemical relaxers do not have to be applied to roots every 9 weeks, risking breakage.
According to Buck, "Curlaway is truly revolutionary because of its lower pH and gentle method of relaxing curl. It's even safe enough to be used directly on chemically-relaxed hair and on children's hair. Although it takes a long to reduce your curl, doing it gradually avoids breakage an dadd softness, shine and manageability."
Curlaway Relaxing Gel is unconditionally money-back guaranteed. Before and after photos, retail locations and other information, can be viewed at http://www.xenna.com.
Curlaway can be purchased at select Walgreens stores in most major cities, including Boston, Philadelphia, Detroit, Houston, Dallas, Memphis, Kansas City and New Orleans. For a complete listing, go to http://www.curlaway.com/product_curlaway/walgreens.html . Curlaway can also be purchased online at http://www.xenna.com and http://www.walgreens.com .
Xenna Corporation is a privately-held, woman-owned company which develops and distributes natural personal care products for skin, hair and nails. For more information on all Xenna products, click on http://www.xenna.com. View the company's press page at http://www.xenna.com/info_pressreleases.html.