LASIO, Inc. Acquires Do-it-Yourself Keratin Treatment Brand Rio de Keratin

LASIO, Inc, a professional hair care conglomerate, recently announced their acquisition of Rio de Keratin, the original at home keratin treatment. LASIO announces that they will be enhancing the brand identity with a new look to appeal to a younger target demographic. The new look is set to launch in April 2012.

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The new Rio de Keratin logo.

New York City, NY (PRWEB) March 15, 2012

LASIO®, Inc., a professional hair care conglomerate, has officially announced their acquisition of Rio de Keratin®, creators of the original at home keratin treatment.

The acquisition will expand LASIO’s current demographic reach while giving Rio de Keratin a stable foundation for future growth and development. Under the acquisition, LASIO plans on keeping the name Rio de Keratin and current formulation, but plans to give the brand image a complete makeover. The new product line is set to launch in April 2012.

“Our goal is to use Rio de Keratin to expand our current demographic and cater to a market currently overlooked,” states Nadine Ramos, CEO of LASIO, Inc. “It’s our plan to keep LASIO Professional Hair Care strictly with the salons and licensed professionals, but bring on Rio De Keratin to be able to cater to younger market, girls 16-24.”

With this new unique positioning, the acquisition of Rio de Keratin is a strategic complement to the LASIO, ® Inc., portfolio. As a leading keratin manufacturer, LASIO, ® Inc., will expand Rio de Keratin’s product offerings by making it more accessible and placing it in a price bracket that will be accepted by the limited budgets of its new younger target market.

“I am very excited about this acquisition as it opens up our playing field,” comments Morisha Gaul, Marketing Director of LASIO, Inc. “We will be able to use our wide resources to grow our brand and provide a great product to a deserving market, while not offending LASIO’s current demographic and keeping our Professional Hair Care line at it’s elite luxury standard.

Glimpses of the new Rio de Keratin were seen in the 54th Annual GRAMMY® Talent Gift Lounge presented by LASIO Professional Hair Care in February 2012. It has also been in talks of Rio De Keratin opening up to becoming more than just a hair care product and do-it-yourself keratin treatment, but use its resources for community outreach, establishing internships, jobs, workshops, and scholarships for girls.

About LASIO Inc.
Founded in 2000 as the brainchild of Nadine Ramos, LASIO®, Inc began with the creation of the LASIO Keratin Treatment and LASIO Studios® salon. LASIO proudly holds the title of “keratin pioneer” in the United States due to Ms. Ramos’ recognition of the unique reparative characteristics of this naturally created miracle protein, in an industry previously saturated with Japanese straighteners and harsh relaxers.

Since then, LASIO, Inc has begun to flourish into a beauty conglomerate; introducing the world to HYPERSILK®, a miraculous line of keratin infused daily hair care products, and Keratin Tropic®, the first formaldehyde free keratin treatment. LASIO continues to grow and excel as a brand committed to providing innovative products and tools for in salon services and at home use.