Pro-Line International Introduces New Texture Softener Hair Care System

Hair texture is the focus as Pro-Line International, a subsidiary of the Alberto Culver Company and the second-largest manufacturer of ethnic beauty care products in the world, ventures beyond the African-American category announcing a scientific breakthrough for girls with a diversity of hair types including curls and waves. The hair system is called Just For Me Texture Softener and it offers long-lasting, worry-free manageability, especially for moms with daughters of mixed heritage as well as for African-American moms who want an alternative to relaxing or pressing their daughters’ hair. This product positions the company to begin connecting with a new consumer base around the globe. “Pro-Line is redefining itself with our new focus on hair texture,” said Sheryl Adkins-Green, general manager of Pro-Line International. “And at the same time, we are bridging a gap in the industry for a consumer who, until now, had very few solutions to address their hair care needs primarily because no one has taken a leadership position on the issue of hair texture. Pro-Line can because we have a legacy of success within the ethnic space-a segment whose hair textures run the gamut.” The product, which is neither a relaxer nor a texturizer, uses an exclusive Anti-Breakage Sunflower Oil Formula, which contains the emollients of a sunflower and other natural ingredients to gently soften the hair texture so that hair is more manageable through the rigors of combing and styling. The product is due to hit the shelves in the United States this month.