L’Oréal Professional’s multicultural brand, Mizani, is out to target curly hair in 2010.
“We’ve seen a growing trend of women wearing their hair natural, no relaxers, no services,” said Maria Cerminara, vice president of marketing. “But this market needs specific products to care for their hair. People with different curl patterns need different curl products.”
Available in salons now is True Textures, a five-item line developed to enhance natural curls. However, formulas don’t merely just do that, said Cerminara. Technology, she said, allows for products to address different curl types in order to meet specific hair needs, such as moisture, frizz control and curl definition — eight curl types, to be exact, according to L’Oréal research.
In turn, True Textures includes Curl Balance Color Safe Sulfate-Free Shampoo, Curl Replenish Intense Moisturizing Masque, Cleansing Cream Conditioning Curl Wash, Curl Defining Cream Gel and Moisture Stretch Curl Extending Cream. Items contain ceramides to help prevent breakage, jojoba oil and vitamin E to moisturize and apricot oil and fruit sugars to seal hair cuticles. True Textures has a top note of sweet orange, middle notes of jasmine, rose, tuberose and cocoa blossom and bottom notes of sandalwood, vanilla and musk. Prices start at $14 for the Curl Wash and go to $20 for the Curl Extending Cream.
To help stylists worldwide better understand textured hair, Mizani developed a Natural Curl Key, an educational foldout on how to identify different curl types by curve diameter, curl index, number of twists and number of waves. The key then lets stylists know which Mizani brand — True Textures, Thermasmooth, Renew Strength and Moisturfusion, among others — would be right for a certain hair type.
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