Helene Curtis
This article was originally published in The Rose Sheet
Executive Summary
ThermaSilk Heat-Activated Self-Warming Split End Repair Treatment and Daily Clarifying Conditioner contain a protein formula that works with the heat of a blow dryer to "improve the condition of hair," the company claims. Split-End Repair Treatment's self-warming patent-pending formula of wheat proteins "intensively conditions split, unmanageable flyaways." A 5 oz. bottle will retail for $5.49. Daily Clarifying Lotion, priced at $3.49 for 13 oz., complements ThermaSilk Clarifying Shampoo, which debuted in May ("The Rose Sheet" Feb. 15, 1999, Marketing In Brief). The dual-phased conditioning system works "when applied to wet hair and continues to condition hair throughout heat styling." Both products will be available in April and will be backed by ThermaSilk's $100 mil. marketing spend for 2000