Abba Botanical High "Volumetherapy" salon hair care system on counter at 10,000 doors.
This article was originally published in The Rose Sheet
Executive Summary
ABBA BOTANICAL HIGH "VOLUMETHERAPY" HAIR CARE LINE TRI-MOLECULAR PROTEIN BLEND strengthens fine, limp hair "from the inside out," the Irvine, Calif.-based company claims. The salon formulation combines human hair keratin, soy and wheat to "reconstruct" each hair strand and provide "unparalleled" volume and shine, according to Abba Products. The tri-molecular protein formulation is paired with an exclusive blend of "herbaltherapy" botanicals, including panthenol for "increased fullness" and natural henna for shine, Abba said. The four-SKU grapefruit-scented line is available as of November in over 10,000 salon chains and beauty supply stores. Abba also markets the 17-product Abba Pure & Natural salon hair care collection.