Stylists are seeing frustration in the chair from clients who are transitioning and want to avoid the 'Big Chop' due to multiple textures and clients who are natural and are seeking manageability.
ATLANTA, GA (PRWEB) February 29, 2012
At the Winter Bronner Brothers Hair Show held in Atlanta Ga., Design Essentials® launched its new Strengthening Therapy System which features a suite of trailblazing products designed to revolutionize options for healthy hair care. This amino-acid Thermal Reconditioning System adds a new category of options for women who are relaxed, transitioning from relaxed to natural or completely natural. The debut line of the Strengthening Therapy System is divided into four products which focus on strengthening the hair while yielding straight, silky, smooth results without permanent chemical alteration. These four products include: Cleansing Sulfate Free Shampoo, Transitioning Mousse, Elongation Mousse and Silkening Spray.
Based on in-house data, Design Essentials® discovered that 40 percent of the consumers seen by Design Essentials® stylists are natural, while 60 percent are still relaxed. Each group expressed frustration with manageability, styling options, frizz and damage. Popular but harsh and sometimes unsafe services such as keratin treatments have been an option, but the potential health threats have made consumers wary.
After extensive research and development, Design Essentials® new Strengthening Therapy System delivers strengthening properties through an active ingredient known as Cystine amino-acid. These micro-fine amino-acids penetrate deep into the hair shaft to fill the hair fiber with protein and nutrients that helps to strengthen, tame and elongate each hair strand. Unlike keratin treatments, this protein is able to penetrate the hair shaft without the use of chemicals such as urea and formaldehyde. Additional fortifying ingredients such as sweet almond oil, honey rose hip oil and panthenol further nourish the hair.
"Stylists are seeing frustration in the chair from clients who are transitioning and want to avoid the 'Big Chop' due to multiple textures; clients who are natural and are seeking manageability and curl definition; and clients whose hair is weakened or chemically altered and are experiencing breakage," says Tracey Gibson, Design Essentials® Director of Marketing. "We can address each of these groups with a single solution in the form of Strengthening Therapy, which will straighten and smooth transitioning hair, enhance curl definition and maximize curl length and restore chemically treated, damaged or weakened hair."
Key products in the line are geared toward individualized concerns, including:
TRANSITIONING MOUSSE: By strengthening the hair at the point where relaxed and natural hair meet, Transitioning Mousse delivers uniformity of the curl pattern.
ELONGATION MOUSSE: For women who opt to wear their hair most in its naturally curly state, Elongation Mousse elongates waves, curls and kinks to ensure frizz free curl patterns with greater manageability, definition and maximum shine.
SILKENING SPRAY: Can be used on relaxed or color-treated hair to nourish and fortify dry, brittle, weakened or damaged hair.
Strengthening Therapy System is a salon-exclusive treatment. The Transitioning Mousse or Elongation Mousse should be applied following the use of Cleansing Sulfate Free Shampoo. Pump the mousse on the root of the section of hair and comb through from root to end until entire head is complete and allowing to process for 15 minutes. The active amino-acids are activated by heat by blow-drying and then flat ironing at the lowest recommended heat setting in the industry (340°F - 400°F) to seal the cuticle. The client should be shampooed again with Cleansing Sulfate Free Shampoo and conditioned with Express Instant Moisturizing Conditioner then styled as usual. For relaxed or color treated clients, the Silkening Spray is a treatment and is applied after shampooing and left in the hair through the thermal styling process. The Silkening Spray can be applied weekly as needed.
Client's receiving the Strengthening Therapy System Transitioning Mousse or Elongation Mousse will see up to 12 weeks of results of visibly stronger, healthier, more manageabile hair that is silky smooth, perfectly curled and frizz free.
For more information, product images or brochures or to interview Design Essentials® educators, please contact Lenora Bowler,lbowler(at)brainchildassociates(dot)com or 678-884-4008 ext. 710.
About Design Essentials®
Design Essentials® Salon System was launched in 1990 by McBride Research Laboratory, Inc., which provides direct distribution of premium, quality hair care solutions engineered to infuse hair with a natural balance of organic ingredients, vitamins and proteins that promote healthy and manageable hair. Today, MRL offers more than 40 premium beautification products through e-commerce and direct-to-hair salons network of independent, exclusive distributors in the United States, Caribbean and the United Kingdom.