It Factor® introduces Simply It Quick Blowdry™ Smoothing Lotion for Faster Hair Styling

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New It Factor Simply It Quick Blowdry Smoothing Lotion is the first all-in-one hair product to provide condition and style with hold all in one formula for wet and dry hair.

New Simply It Quick Blowdry Smoothing Lotion

New Simply It Quick Blowdry Smoothing Lotion is the FIRST product to provide condition and style with hold all in one formula.

It Factor's miraculous VaporBoost System reduces hair styling time by up to 50%.

How many products do you use to style your hair, start to finish? Two? Five? More. Now, it’s possible to do it all—condition and style with hold—with just one product, thanks to It Factor®, the quick styling experts.

Introducing Simply It Quick Blowdry Smoothing Lotion, the first product that lets you condition and style with hold, reduce drying time and smooth both wet or dry hair using just one product.

Used on wet hair, Simply It reduces blow-drying and styling time, thanks the It Factor’s miraculous VaporBoost™ System, which reduces styling time by up to 50%—or more when used following It Factor’s Quick Blowdry™ Shampoo and Conditioner. It also detangles, eliminates frizz and leaves hair soft, smooth and shiny. Smoothed over dry hair, it provides extra shine, as it tames frizz and fly-aways and banishes static. Formulated for all hair types, Simply It provides UV-, heat- and humidity-protection and all-day hold. Smooth it on any time you need a quick style boost, because Simply It won’t build up!

Simply It is the ultimate styling lotion because it does all of this and more:

  • Smoothes wet and dry hair                
  • Significantly reduces drying and styling time        
  • Conditions and styles                    
  • Detangles                        
  • Eliminates frizz, static and flyaways            
  • Repairs, nourishes and strengthens            
  • Provides UV and heat styling protection        
  • Helps control unruly hair
  • Provides all-day soft hold
  • Adds shine
  • Moisturizes
  • Adds softness and bounce to lifeless hair
  • Resists humidity
  • Gives curly hair softness and control

Gentle and nourishing, all It Factor products are free of harsh sulfates, parabens, alcohol and sodium chloride. That makes them safe for all hair types, including hair that's been chemically processed with sem-, demi- and permanent color, keratin treatments, traditional/Japanese relaxers and modern smoothing treatments.

Suggested retail price is $21.50 for 5.1 fluid ounces (150 ml).

About It Factor
Two years ago, Mark Stiller, a former hair care executive, was waiting (and waiting...and waiting) for his wife to blow-dry her hair as they rushed to go out. He decided there had to be a way to speed up the drying and styling process. He looked into improving blow-dryers' efficiency; however, despite research and experimentation, nothing produced a substantial difference. He decided to put his years of product development to work, teaming with R&D specialists to see if they could create something truly special. The ah-ha moment came when they realized they could make hair drying time significantly faster by reducing the attraction between the hair shaft and water. It Factor was born, with this revolutionary VaporBoost System as its products' cornerstone. In 2011, the company launched its first innovations—the first shampoo and conditioner duos to reduce blow-drying time by up to 50%.

It Factor products are available at professional salons. For one near you, visit Stay up to date by following us on and Twitter @ItFactorBeauty.

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Jayne Morehouse
Jayne and company
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