NEW YORK — Ethnic hair care brand SoftSheen-Carson has introduced its next major breakthrough in styling — the Dark and Lovely 6 Week Anti-Reversion cream serum.
According to SoftSheen-Carson, this marks the first styling product formulated to address the needs of relaxer consumers who desire to maintain the straight, smooth and silky look of just relaxed hair in between relaxing.
The New Dark and Lovely 6 Week Anti-Reversion cream serum features an exclusive humidity block technology, an amino complex that wraps each strand to seal in straightness and block out moisture. The 6 Week Anti-Reversion cream serum smoothes new growth, reduces use of daily heat, controls frizz and locks in shine. It is gentle and safe to use on color-treated hair.
How to use:
- Apply a quarter-size amount of product to freshly shampooed and conditioned hair;
- Blow dry after product application; then
- Flat iron and style as usual.
Use New Dark and Lovely 6 Week Anti-Reversion cream serum each time hair is shampooed and conditioned to keep hair smooth and straight in between relaxing.
The product is available in stores beginning in July and has a suggested retail price of $8.99.
Dark and Lovely also will introduce promotions in television, print and digital to support the 6 Week Anti-Reversion cream serum. Using the first virtual makeover tool, Modiface, consumers will have an opportunity to take the “Stay Smooth Challenge,” a call to action to encourage trial and review. Dark and Lovely also will participate in sampling opportunities throughout the year to promote the 6 Week Anti-Reversion cream serum among core consumers.