Soft Sheen Alternatives ethnic relaxer, styling hair care line courting "Generation Y".
This article was originally published in The Rose Sheet
Executive Summary
SOFT SHEEN ALTERNATIVES ETHNIC HAIR CARE LINE COURTING "GENERATION Y" with a "fresh, new approach" to the ethnic hair care category that attempts to differentiate products for the young consumer from those used by their mothers, according to Chicago-based Soft Sheen. Bowing nationwide in mass market doors in October, the five-product line includes a no-lye relaxing kit, moisturizing lotion, styling gel, oil sheen spray and holding spritz designed to meet the needs of the Generation Y customer, the 10- to 24-year-old "who varies her [hair] style daily," the company explained.