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New hang tags talk to shoppers.

* M&M Products Company, maker of Sofn' free Nothing But hair care, believes in the power of words and put them to print on colorful hang tags on its ethnic hair care products. Each hangtag features an expert's nod of approval for one of seven Nothing But products.

Products featuring quotable hang tags will be distributed to every store that carries Nothing But products, including all Sally Beauty Supply, and select Wal-Mart, Kroger, Rite Aid and independent beauty supply stores nationwide.

Among the quoted expert sources is Real Health, a leading health magazine for African Americans:'s online beauty editor Nicole Melton; celebrity natural-hair stylist Felicia Leatherwood; and natural hair and scalp expert Dr. Kari Williams. Popular beauty bloggers from Lexi With The Curls, Hairscabades, and Toyaboo Tresses on YouTube also give Nothing But kudos with their own quotations.

"Within ethnic hair care, natural hair is definitely en vogue, although I hesitate to call it a trend, per se," said Will Williams, director of product development and education at Atlanta, GA-based M&M Products Company, which also makes Bump Patrol. "'fashionistas,' who are natural primarily for aesthetic reasons rather than health, green or budget purposes, continue to drive the category"

He insisted that product development, too, is a Fashionista issue, since they've created a demand for style flexibility that only temporary straightening offers.

"Naturalistas, those who are ingredient-motivated, are also a driving force, as companies continue to bring cleaner products to the market, like those without petrolatum, sulfates, mineral oil and colorants," he added.

That's actually the basis behind Sofn'tree Nothing But--to eliminate ingredients that women with natural hair have called into question and to offer "nothing but" the good stuff that natural hair needs.

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Publication:Household & Personal Products Industry
Date:Apr 1, 2013
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