Zerran International Presents RealLisse™ Vegan Hair Smoothing System at Bronner Bros. Mid-Winter International Hair Show

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Vegan Hair Care System Softens, Retexturizes, & Relaxes Ethnic Hair with a New Semi-Permanent Smoothing Treatment Free of Formaldehyde and Keratin. 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.

Before and After RealLisse

RealLisse™ effectively softens resistant hair, makes it more manageable overall, and blurs the line of demarcation without risk of hair breakage when applied over previous straightening treatments," says Cindy Van Steelandt, Zerran Marketing Director. "


(PRWEB) February 16, 2011 -- Zerran International introduces RealLisse™, the world's first 100 percent vegan semi-permanent hair smoothing system, at Bronner Bros. Mid-Winter 2011 International Hair Show Feb 19-22, 2011, held at the Georgia World Congress Center in Atlanta, GA. 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. Zerran stylists will perform the RealLisse™ treatment on live models continuously during show hours at Zerran International Booth #1207. RealLisse™ system is a professional, in-salon service that takes about 90 minutes to complete for the average head of hair.

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 no negative skin reaction on any subject.

“Even with known dangers, for many generations of African American women, sodium hydroxide and other chemical relaxers have been the chosen way to achieve smooth hair,” observes Cindy Van Steelandt, Zerran Marketing Director. “Women of color and mixed ethnicity often have highly resistant hair that runs the gamut -- from medium curly and silky texture to the other extreme of kinky curls and ultra coarse texture.” RealLisse™, says Van Steelandt, "effectively softens resistant hair, makes it more manageable overall, and blurs the line of demarcation without risk of hair breakage when applied over previous straightening treatments."

Furthermore, Van Steelandt notes that the Zerran RealLisse™ system is safe to use on women who may be pregnant or with compromised immune systems. “This system is based on vegan proteins that are activated with specific heat, using specific technique. The results are quite simply transformational.” 

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.
•    pH balanced
•    NO masks or scalp balms required
•    NO special venting system needed
•    NO irritating fumes
•    NO harsh chemicals
•    Average treatment time is 90 minutes
•    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 1207 at Bronner Bros. Mid-Winter 2011 International Hair Show,
Georgia World Congress Center, 1 Georgia Dome Drive NW, Atlanta, GA 30313.
For editorial assets visit http:// http://www.zerran.com/breakingpress

About Bronner Bros. International Hair Show
The Bronner Bros. International Hair Show is recognized as the largest beauty trade show of its kind in the world. The show occupies over 350,000 square feet in exhibit space, attracts over 60,000 participants, 300 exhibitors, and 500 distributors. The producers add value with a comedy show, Sunday church service, concert, and hair battle that attracts over 9,000 people at each event. This four-day convention showcases the latest developments in products and styling techniques for progressive cosmetologists and stylists to increase their business and professional skills. The Bronner Bros. International Hair Show is an Atlanta institution, marking 64 years of family tradition, African American pride, family unity and creative hair in 2011.
http://www.bronnerbros.com

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Cindy Van Steelandt, Marketing Director:

Kyrian Corona
Makeover Media
818 753 9444
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