New York, NY (PRWEB) May 02, 2014
Since the 1970's women of color have been using at home no lye relaxer kits to transform their tresses from coily, curly and wavy textures to sleek straight strands. In July of 2014 leading ethnic Haircare company Dr. Miracle's will reveal Miracle Renewal® No Lye System; a relaxer system like no other on the market.
The transparent truth about relaxers is that the process straightens hair by breaking down the protein structure of the hair to achieve the desired texture. Traditional relaxer kits only offer a basic conditioning step to make hair softer and more manageable. They do not address breakage caused by weakened hair bonds. The two phases of Miracle Renewal® No Lye Relaxer System consider compromised hair bonds and give consumers a treatment created to relax, restore and renew simultaneously.
The revolutionary post relaxer DuoCare Technology™ is powered by Extra Virgin Coconut Oil (EVCO) to penetrate strands and strengthen the hair’s cortex with protein while sealing the outer cuticle to instantly repair damage. The Miracle Reconstructor is a blend of EVCO, Elastins, Amino Acids and Collagen that work together to bind and strengthen the hair shaft to restore structural integrity. The Miracle Moisturizing Masque offers an intensive moisturizing treatment that deeply penetrates the hair with the power of EVCO to restore moisture balance to damaged and weak hair. Miracle Shine is the final step in phase two. It smooths cuticles without silicone or heavy oils leaving hair grease free for brilliant shine and beautiful body.
“We created the Miracle Renewal® No Lye Relaxer System with the intention to shift the conversation about relaxers. Healthy hair is strong, shiny and undamaged and our studies show that with Miracle Renewal® strength and shine are not sacrificed. In fact, when tested against the leading relaxer, hair is left 2x stronger, with 3x more shine and 4x less damaged**. The decision to utilize Extra Virgin Coconut Oil is fully aligned with the healthy hair message as it helps hair to retain moisture and condition from within while promoting protein regrowth in the hair for strength. Coupled with an innovative transparent packaging design never before used in the relaxer space, we are confident that consumers will have a new reason to look for our brand and relax with confidence,” notes Kimberly Hairston, Chief Marketing Officer of DRM-JPC Brands.
Miracle Renewal® No Lye Relaxer Kit will be available in July of 2014 at beauty and barber stores nationwide and exclusively at Sally’s for a limited big box retail launch.
**When applied to hair that is currently relaxed