Creme of Nature
The multicultural hair care line springs forward with organic reformulations.
By Joanna Cosgrove
Creme of Nature, manufactured by New York-based Colormer USA, has been a trusted name for multicultural hair for 30 years. This year the company freshened up its image and its formulations with eye-catching new packaging and certified organic formulations for its range of shampoos and conditioners. Multicultural hair requires formulations that are ultra-emollient because the hair can easily become brittle. Creme of Nature turned to ingredients such as certified organic kiwi, coconut oil, lemongrass, red clover, rosemary, sunflower, comfrey and chamomile to cleanse, moisturize and protect hair.
“Creme of Nature has always been well known as a hair care line that features natural ingredients,” commented Shawn Tollerson, vice president of marketing for Colomer U.S.A. Multicultural Group. “We have now taken it to the next level by offering certified organic ingredients as part of our entire line of shampoos, conditioners, relaxers, hair colors and new treatments to address key consumer concerns of hair dryness, breakage and split ends. Consumers today are looking for healthier alternatives to hair care and Creme of Nature delivers this.”
The five reformulated products are Sunflower & Coconut Detangling Conditioning Shampoo, Regular Formula for Normal Hair, Kiwi & Citrus Ultra Moisturizing Shampoo for Dry, Brittle Hair, Red Clover & Aloe Soothing Shampoo for Dry Hair and Flaky Scalp, Lemongrass & Rosemary Leave-In Creme Conditioner for Dehydrated Hair, and Chamomile and Comfrey Healing Conditioner for Dehydrated Hair.
The organic ingredients were integrated into the new, improved formulations to provide specific benefits for the hair and scalp. “In the new Creme of Nature relaxer system, the certified organic sunflower and coconut oil is actually added to the relaxer creme right before relaxing by the consumer so that she gets the absolute best benefit from the certified organic ingredients for increased moisture, conditioning and shine,” explained Ms. Tollerson. “In our hair color line, we optimized the shades so that consumer achieves beautifully rich and vibrant color results plus a fragrance-free colorant to reduce the possibility of irritation. [In addition,] our hair colors also include Creme of Nature shampoo and conditioner with certified organic ingredients for optimal hair color performance.”
Regarding the quality of the organic ingredients used in the new formulations, Ms. Tollerson affirmed that they are “controlled from soil to bottle by the FDA and these organic additives have been grown with the utmost care in avoiding synthetic chemical inputs.”
She added that line’s organic ingredients stand to offer unique benefits to Crème of Nature’s ethnic clientele. “Consumers with relaxed, naturally curly or color-treated hair are typically concerned about hair dryness, breakage, split ends and using double chemical processes. As a result, our consumers are seeking products to provide added moisture, protection, shine and reparative benefits,” she said. “With Creme of Nature, we've selected our certified organic ingredients very carefully to provide the benefits that consumers are seeking. Key ingredients are designed to nourish, condition, detangle and soothe the hair and scalp.”
To complement the reformulated products, Creme of Nature also launched two new treatments created to nourish and treat very dry or damaged hair featuring certified organic ingredients as well. The products are Jojoba & Olive Oil Moisture -Active Deep Conditioning Treatment for Dehydrated Hair which features moisturizing jojoba and olive oil to deeply condition, improve shine, strengthen and restore manageability; and Red Clover & Aloe Daily Breakage Relief featuring red clover a “healing emollient” that the company used to “help stop breakage, repair split ends and increase hair strength.”
The line’s transformation didn’t end with the re-tooled formulations. The packaging also benefited from a makeover as well. New bright and bold packaging was selected to make the brand readily identifiable to consumers nationwide. The signature burnt orange shade that has been synonymous with the Creme of Nature brand is now the new hue for the entire collection’s shampoo and conditioner offerings, as well as the other products in the line including relaxer kits and permanent hair color.
The new Creme of Nature products are currently rolling out to nationwide chain drugstore outlets, mass retailers, as well as, in local beauty and barber supply stores. The price per product ranges from $4.99 for shampoos and conditioners to $7.99 for relaxers.