Design Essentials Salon System has created HydraStrength Relaxer System, a new suite of relaxers, shampoos, conditioners, and a vitamin treatment that is "redefining relaxed hair". To address the special needs of consumers with relaxed hair, the entire relaxer system is infused with the HydraStrength Vitamin and Protein Complex which is a proprietary blend of protein and botanical ingredients - which are a natural source of vitamins, minerals and amino acids - designed to nourish, moisturize and strengthen the structure of the hair.
"While the relaxer market has seen declines over the last few years, Design Essentials has defied the negative trends, experiencing continuous growth in this category year after year," said Tracey A. Gibson, Director of Marketing for McBride Research Laboratory (MRL), the creator of Design Essentials. "But we also know that our relaxer customers are seeking products with less harsh chemicals that are more fortifying and moisturizing. Therefore, we have completely reformulated our relaxer system to address the primary needs of the relaxer customer and our pre-launch market tests indicate that we have made a sound decision."
The HydraStrength Relaxers consists of 5 strengths: Regular with Olive Oil and Shea Butter, Time Release Special with Honey Nectar, Super with Olive Oil & Shea Butter, Lo Lye with Shea Butter and Sensitive Scalp with Olive Oil and Shea Butter. The line also includes the newly reformulated Design Essentials® Neutralizing Conditioning Shampoo, 6N1 Reconstructive Conditioner & Restore Vitamin Treatment, which are also infused with moisturizing botanicals.
The benefits of the system include:
- Creamy texture for easy application, while relaxing evenly and rinsing quickly
- Conditioning buffers reduce irritation
- Vitamin-rich botanicals moisturizes and nourishes the hair while straightening
- Restores hair to its natural strength from the inside out
- Visibly fortifies the hair, leaving it smoother, softer, lustrous and more manageable
"The HydraStrength system encompasses all of our expertise in cultivating healthy hair, while moisturizing, smoothing and leaving hair manageable, healthy and beautiful. I have gotten amazing results on my current clients and they love the new system." Natalie Hayes, Creative Team Manger for Design Essentials explained. "As a company we believe in leaving texture in hair, so we recommend relaxing the hair only 65 to 75 percent straight, leaving a slight wave pattern when using any of the relaxers."
I can't wait to try this relaxer and when I do I will review it!