If you have seen Chris Rock’s Good Hair, it is an accurate, albeit minimalist snapshot of all that happens at the Bronner Brothers bi-annual International Hair Show and expo held in Atlanta at the World Congress Center. I attended on Saturday as a guest of SoftSheen-Carson® the #1 ethnic beauty manufacturer in the world who hosted a luxuriant release event for their newest product line Optimum Advanced.
Our excursion into the latest innovation in hair technology was led by Celebrity Stylist Johnny Wright, who is also Artistic Director for SoftSheen-Carson® and was an integral part in the formulation and testing of the product. By his side was Senior Vice President and General Manager for SoftSheen-Carson®, Angela Guy.
Optimum Advanced is truly the breakthrough and breakout relaxer system of 2011. Part response to consumer demand and a call to action from stylist feedback, SoftSheen-Carson® has developed a patented Smart Lye technology, able to find the bond of the hair, and straighten it without compromising hair health. According to Guy, clients wanted more conditioning for their hair, they wanted to be able to relax, but had great concerns about the harshness. Optimum Advanced alleviates this concern as it has been formulated with 25% less sodium hydroxide, the key ingredient in all relaxers. This reduction means significantly less stressed hair. Also gone is the hars odor we all associate with chemical straighteners. Even the packaging is looking more sustainable. No big clunky jar, but a sleek re-sealable container. It is much more hygienic, easier to transport and allows significantly less product to go to waste due to spoil.
Everyone knows about Black women and their hair, its what we spend the majority of our disposable and non disposable income on and a trend that has taken over in hair care is the move to naturalism. While many women no longer relax their hair with chemicals a lot of them (myself included) do still straighten. One aim of the Optimum Advanced roll out is to bring back some of those customers, back to salons and relaxing, yet and still it is not the brands primary focus as 70% of consumers continue to wear relaxed styles.
Optimum Advanced is infused with a Pro-Keratin Complex and a blend of argan and coconut oils able to provide hair with moisture and deep conditioning while relaxing. The result is considerable softness and shine. “It gives better hair fiber integrity which as a stylist means more styling options. It’s as simple as that,” says Wright. Other products developed for the line deliver this same promise and include a Keratin and pH Recovery Crème Conditioner, Neutralizing Shampoo, Keratin Sealing Leave –In Conditioner and a High Gloss Shine Spray and Flexible Holding Spray all of which will be available in leading salons nationwide beginning in April 2011.