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According to AkzoNobel, as ethnic consumers, particularly African-Americans, move away from hair-damaging chemical relaxing treatments and heat-based appliances and increasingly toward more natural hair, the need is growing to provide hair care products that will satisfy the special requirements of ethnic hair as well as the new styles favored by ethnic consumers. In response, AkzoNobel has introduced a kit of prototype products.
The main trends in ethnic hair are sleek, straight styles that are natural-looking, healthy and conditioned. The new kit contains solutions to cover the full range of ethnic hair care needs, from cleansing and conditioning to styling and finishing. All of these products are based on AkzoNobel polymers and starches with attributes especially appropriate for the cleansing, conditioning and styling of ethnic hair.
The performance capabilities of each element in the ethnic hair care kit were salon-tested by a trained stylist well experienced working with African-American hair. Samples were evaluated on approximately 40 African American clients and their capabilities confirmed on a variety of hair lengths, textures and treatments.
The ethnic hair care kit, according to the company, contains three products for ethnic hair cleansing and conditioning that will be right at home in salons catering to ethnic consumers:
Styling and Finishing