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Schwarzkopf & Henkel bolsters brands.

IRVINE, Calif. -- Over the past 20 years Schwarzkopf & Henkel (S&H) hair care brands Citre Shine, got2b and Smooth N' Shine have been engaged in developing and marketing innovative products.

Since its inception in 1989, Citre Shine has enhanced the market with its Nature's Pure Radiance. Citre Shine has been the salon-alternative, shine-enhancing hair care brand, delivering high-performance, professional products at affordable prices.

Citre Shine's frizz-fighting formulas with gloss-enhancing silicones combined with citrus essence and UV protection bring out hair's most radiant shine.

"Our got2b, a progressive and trendsetting hair care line, came to life in 2000 with a large assortment of products covering a broad range of subcategories," says Kathy Baird, S&H's vice president of sales. "This forward-thinking nimble brand has produced the category's most recognized and acclaimed glue line and is the No. 1 styling glue in the United States."

The brand's newest line, oil-licious, continues S&H's desire to offer salon-quality products at affordable prices. This new line features a three-oil complex of argan, white grape and marula oils.

"The line launched with the highly praised oil-licious Calm & Shine Styling Oil that calms frazzled hair with its triple-off complex that can be applied to damp or dry hair," says Baird. "This highly developed mixture instantly absorbs, helps to devolumize and imparts delicious shine."

Complementing this advancement, got2b also released the oil-licious w8tless finish dry oil hair taming mist. This triple-oil system finisher is an ultra-lightweight formula that defrizzes, tames flyaways and imparts a winning shine for an instant sleek look.

Smooth 'N Shine is the brand that offers reconditioning and styling products that leave hair incredibly smooth, with amazing shine and always at an outstanding value for the money, says Baird.

Each formula, from gels to polishers, mousse and conditioners has been developed to work specifically with naturally rebellious and/or damaged hair, with the highest level of smoothening and shine-enhancing performance through such natural ingredients as silk and wheat proteins, jojoba and aloe vera.

In 2009 the Smooth 'N Shine brand brought innovation to the market with its perfectly balanced blend of olive and tea tree oils, combined to form the Olive and Tea Tree RevivOil collection of care and styling products that transform hair on a microscopic level, without weighing hair down.

The newest trendsetting innovation to hit the multicultural market is the recently launched Smooth 'N Shine alternative to traditional relaxers, Keratin Power Semi-Permanent Hair Tamer.

The product offers the consumer a gentler, more manageable approach to taming curls and frizz. Keratin 4 + Aloe Breakthrough Chemistry offers lasting versatility (six weeks or five shampoos)--at five times less damage than traditional relaxers, according to Baird.

"Because the innovative, breakthrough chemistry doesn't break the natural hair bonds, consumers aren't left with bone straight hair and now have the lasting versatility to choose whether to wear tamed, loosened wash-and-go curls, or easy-to-style straight hair," says Baird.

"Since the brand launched in 1992, Smooth 'N Shine continues to be foremost and steadfast in delivering the products that suit the needs of the multicultural consumer."

Schwarzkopf & Henkel

(division of Henkel Consumer Goods Inc.)

1063 McGaw Ave., Suite 200

Irvine, Calif. 92614

Key contact: Kathy Baird, Vice President, Sales

Website: us.henkel.com

Phone: (949) 794-5550

Primary business: BEAUTY CARE

Hair care

Marketplace booth: #2106
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Title Annotation:Marketplace 2012/Corporate Profiles
Publication:Chain Drug Review
Date:Jun 25, 2012
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