Zerran International to Debut RealLisse™ Vegan Hair Smoothing System at America's Beauty Show 2011

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The Zerran RealLisse™ Vegan Hair Smoothing System is a patent-protected product formulated without keratin or other animal products. It contains absolutely NO formaldehyde, aldehydes, thioglycolates, sodium hydroxide, guanidine hydroxide, methylene glycol, formol, formalin, ethers, or any other substance that produces formaldehyde gas upon heating with a flatiron. The Zerran RealLisse™ system is a professional, in-salon service that takes about 90 minutes to complete for the average head of hair.

Before and After RealLisse Vegan Hair Smoothing Treatment

"There has been tremendous interest in this next generation of hair smoothing due to concerns regarding the toxic dangers of Brazilian keratin-type hair smoothing treatments," says Cindy Van Steelandt, Zerran Marketing Director.

Zerran International is launching RealLisse™, the world's first 100 percent vegan semi-permanent hair smoothing system, at America’s Beauty Show Mar. 12-14, 2011, held at McCormick Place West in Chicago, IL.

The Zerran RealLisse™ Vegan Hair Smoothing System is a patent-protected product formulated without keratin or other animal products. It contains absolutely NO formaldehyde, aldehydes, thioglycolates, sodium hydroxide, guanidine hydroxide, methylene glycol, formol, formalin, ethers, or any other substance that produces formaldehyde gas upon heating with a flatiron. The Zerran RealLisse™ system is a professional, in-salon service that takes about 90 minutes to complete for the average head of hair.

Attendees can observe ongoing live model demos of RealLisse™ at Zerran International Booth #718 throughout the show’s two day run. Zerran Education Director Debbie Lynn will also lead two exciting and informative in-depth technique sessions utilizing RealLisse™ on live models on Sun. Mar. 13, 11 a.m. – Noon and 2 - 3 p.m. in Classroom 24B at McCormick Place-Hyatt Conference Center for America's Beauty Show, located within the McCormick Place complex.

"There has been tremendous interest in this next generation of hair smoothing due to concerns regarding the toxic dangers of Brazilian keratin-type hair smoothing treatments. Savvy consumers are demanding safe alternatives to their 'must have' smoothing regimen," says Cindy Van Steelandt, Zerran Marketing Director. Furthermore, Van Steelandt notes that the Zerran RealLisse™ system is safe to use on pregnant women. “This smoothing system is based on vegan proteins that are activated with specific heat, using specific technique. The results are quite simply transformational.”

RealLisse™ is also the world's first hair smoothing system to pass dermatological testing with ZERO adverse results. Using the human repeat insult patch test(HRIPT) , an independent FDA registered and California certified lab tested the RealLisse™ Catalyst on 50 subjects wearing no gloves, with n o negative skin reaction on any subject.

Education is Key
Hands-on education is an essential part of the Zerran philosophy. “The RealLisse™ technique is similar to the keratin smoothing process, so following our training, a stylist can immediately offer this lucrative, in-demand salon service,” Van Steelandt explains. “The Reallisse™ process itself takes about 90 minutes to complete for the average head of hair. Follow-up services will depend on how quickly hair grows out and degree of natural curl and frizziness present, so clients will likely return to the salon every two to four months for touch ups, just as they do now for Brazilian keratin-type treatments. Clients say daily styling time is cut in half following a Reallisse™ service.”

The RealLisse™ Vegan Hair Smoothing System is a sister product to Reform®, Zerran's patented method for permanent hair straightening, also free of toxic formaldehyde and other related dangerous and harmful substances. Reform® is a much more complex technique that requires mandatory hands-on technique training and certification.

About Reallisse™ Vegan Hair Smoothing System
A revolutionary Catalyst introduces vegan proteins from wheat, corn and oats to the hair shaft. The heat-activated formula eliminates frizz and reduces unwanted curl and unruly volume. A flat iron developed to Zerran specifications, meeting the 450 F° heat standard, is recommended for superior results. Some attributes include: pH balanced, no masks or scalp balms required, no special venting system needed, no irritating fumes and no harsh chemicals. Average treatment time is 90 minutes and hair may be washed 24 hours following treatment. Hair will have natural body, movement and be responsive to thermal curling. Treatment effects will last from 2 - 4 months, depending upon client variables

About Zerran International
Zerran International Corporation is a privately owned manufacturer and global distributor of Zerran Hair Care products for the professional salon industry. Based on intensive scientific research and centuries-old botanical tradition, the company has formulated and delivered 100 percent vegan shampoos, conditioners and styling products utilizing renewable botanical extracts and essential oils since 1986. Zerran International Corporation is headquartered in Los Angeles, California. Visit Booth #718 at McCormick Place West, 2301 South Lake Shore Drive, Chicago, IL 60616. For info, call 800- 626-1921 or email Cindy Van Steelandt, Marketing Director: cindyv@zerranhaircare.com

http://www.zerran.com

For editorial assets visit http:// http://www.zerran.com/breakingpress

To make onsite editorial contact with Ms. Van Steelandt, contact our show floor liaison Jayne Morehouse via cell (440) 840-5044.

About America’s Beauty Show
For more than 80 years, America’s Beauty Show has been owned and organized by salon and spa professional members of Cosmetologists Chicago. Cosmetologists Chicago represents more than 7,000 salon professional members, including members of the International Nail Technicians Association® (INTA), the American Association for Esthetics® (AAE) and Cosmetólogos Latinos® (CL). Cosmetologists Chicago protects, builds and drives the salon industry by monitoring and lobbying for professional licenses while providing advanced education and scholarships. Their mission is to give back to the beauty industry by educating all pros, members and non-members alike, and improving the cosmetology profession by helping those in need and producing the all-industry America’s Beauty Show.
http://www.americasbeautyshow.com

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Cindy Van Steelandt

Jayne Morehouse

440 840 5044
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