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This article was originally published in The Rose Sheet

Executive Summary

Be Curly and Hang Straight styling lotions, debuting in October, "transform" naturally curly or permed hair, parent Estee Lauder claims. Be Curly Curl Enhancing Lotion is formulated with hydrolized wheat protein to provide consistent, springy coils and marshmallow root and flaxseed for natural hold, Aveda says. Hang Straight styling lotion made with silica to add slip to hair and glycerin and aloe for humectant and moisturizing properties, firm states. Products, which will retail for $16 each, are fragranced with "Aveda aroma" of peppermint, rosemary, bergamot, grapefruit, lemon and lavender

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