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Helene Curtis Salon Selectives relaunch supported with 8 mil. promotional samples.

This article was originally published in The Rose Sheet

Executive Summary

HELENE CURTIS SALON SELECTIVES SILICONE/POLYMER COMPLEX CONDITIONS "MORE EVENLY," using patented technology that combines a small-sized silicone particle with a cationic polymer to aid in the depositing of silicone so it binds more evenly through the hair, the Unilever division said at a press event in New York City Nov. 10. Until the Salon Selectives innovation -- featured in the "Level 4" Extra Moisturizing shampoo -- hair care formulations used larger silicone particles in two-in-one and moisturizing shampoos to provide conditioning benefits, Helene Curtis said. The larger particles, however, did not blend well, creating clumps that left hair unevenly conditioned, the company explained. The new formula also contains provitamin B5 to "replenish and restore" hair, Helene Curtis added.



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