By  on February 27, 2009

A year after beauty executive Angela Guy was promoted to the position of general manager of L’Oréal USA’s ethnic division, SoftSheen-Carson, the business remains focused on its core woman of color consumer. However items are now taking more of a natural bent.

“This what our consumers have been asking for,” said Guy.

In response to consumer demand for natural-type products, SoftSheen-Carson is launching a new naturally positioned hair care line, Roots of Nature. The line has been formulated to nourish severely dry and damaged hair with organic green tea and organic shea butter. Items include a Strengthening Oil Moisturizer, Triple Repair Hairdress, Reconstructing Deep Treatment and Stimulating Scalp Oil, each of which is priced at $6.99.

According to industry sources, SoftSheen-Carson has a 20 percent dollar market share of the $800 million multicultural hair market and is the industry leader.

Existing items in the SoftSheen-Carson portfolio have received upgrades, too.

Dark & Lovely, the firm’s leading brand, has reformulated its relaxer items with a “Moisture Seal” technology, which aims to offer more moisture with shea butter and propylene glycol and is available in three strengths. Items will be available in April and will sell for $6.99 each.

An updated version of hair removal cream Magic Cream Shave now features shea butter to moisturize skin, as well as a modern look and a new logo, and is available in three strengths. For African-American men who shave with a razor, SoftSheen-Carson has developed Magic Bump Rescue, a daily moisturizing treatment with aloe and cocoa butter. Available in March, the depilatory creams will sell for $3.99 each and Bump Rescue will sell for $5.99.

And new items are on the horizon. A hair color range under the Dark & Lovely brand is due out this month targeting stubborn grays, called Color Confidence, which offers 100 percent gray coverage, as well as a pre-color and post-color conditioning treatments. Color Confidence is available in five shades. A celebrity spokesperson is in the works to represent the brand. Items are now selling for $6.99 each.

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