Xenna's Curlaway® Curl Relaxer Doubles Retail Distribution, Sales Growth Continues In Spite of Recession

While salons and spas have been hard hit by tough economic times, sales of at-home relaxers such as Xenna's Curlaway Curl Relaxer have achieved double-digit growth. Industry analysts believe that contributing to the trend is the fact that many women are opting to maintain desirable hairstyles with at-home products, enabling them to save money by cutting back on salon visits.

(PRWEB) May 11, 2009 -- While salons and spas have been hard hit by tough economic times, sales of at-home relaxers such as Xenna's Curlaway Curl Relaxer have achieved double-digit growth. Industry analysts believe that contributing to the trend is the fact that many women are opting to maintain desirable hairstyles with at-home products, enabling them to save money by cutting back on salon visits.

Xenna CEO Carol J. Buck says, "We are pleased to see that the demand for Curlaway continues to build despite the soft economy." For the six months ended April 24, 2009, Curlaway dollar sales were up 33% versus the prior six months. Buck says she believes this reflects an increased demand for at-home relaxing products, stronger sales per store, and expanded retail distribution.

She says, "We are very happy with these results, given that the product is at a price premium to traditional relaxers. As we have learned, women are willing to pay more for Curlaway because they can achieve and maintain soft, healthy-looking hair in a variety of styles."

Naturally formulated with plant acids, plant oils, vitamins and minerals, Xenna claims that Curlaway Gel's mild, low pH, patented formulation is neither drying nor damaging to hair because it is free of the high pH (alkaline) ingredients commonly found in traditional, chemical relaxers.

Curlaway Gel is applied overnight or daily, like a leave-in styling gel, to gradually reduce curl. Straight hair is also possible with continued use, but Buck says many Xenna customers want hair that has bounce and full-body curl, rather than stick-straight hair. Buck calls Curlaway a "niche" product because it is reversible, leads to looser curls over time, and goes beyond the benefits of a hair texturizer without being a "15-minute" relaxer.

"I patented Curlaway a few years ago because I realized how important the discovery was, concludes the founder and CEO of Xenna Corporation.

In addition to not causing breakage, Curlaway can be applied over previously relaxed hair to refresh a perm, and can be used on color-treated hair. Buck describes Curlaway as an all purpose hair product for curly-headed households because it controls frizz, makes hair more combable and even detangles and relaxes children's hair.

"We're very happy with the relationship we have with Walgreens, where recently expanded distribution continues to make the product easier to buy locally. Curlaway can be found in select Walgreens stores in most major cities. The list of those stores is posted at www.xenna.com/curlaway_buy.html). Curlaway is also available for purchase online at www.walgreens.com ."

Curlaway retails for $19.99 for a 6 oz. jar, which lasts 1-2 months, depending on hair length and how often the gel is applied. Xenna offers a $4.00 mail in rebate coupon on their website at (www.xenna.com/curlaway_buy.html).

Buck adds, "Curlaway Gel fills a void on the retail and salon shelf for a natural relaxer that gives the consumer total control over their hair style." We are excited by the brand's performance in a tough six months and look forward to upcoming merchandising events."

###