Sofn’free GroHealthy Milk & Olive collection

Sofn’free GroHealthy Bathes Hair in Balanced Diet of Milk, Olive Oil and Omega-3
ATLANTA (October 26, 2009)
About M&M Products Company:
New Trio of Healthy Ingredients Satisfies the Cravings of Naturally Curly Hair — Why deny your hair of the same nutrients that your body requires to flourish?
Described as “Mother Nature’s recipe for healthy beautiful hair,” the new Sofn’free GroHealthy Milk & Olive collection contains an unusual medley of milk protein, olive oil and Omega-3 to strengthen, protect and beautify naturally curly hair. Created to address the structural characteristics and needs of curly hair, the line consists of five
new products made specifically for African-American and Latina women.
“Because the cross-section of a curly strand is oval, not symmetrically round like naturally straight hair, a curly strand has a greater chance to break if it lacks sufficient moisture and protein,” said Will Williams, director of education and product development at M&M Products Company, maker of Milk & Olive. Afro-structured strands in particular are twisted, causing them to often appear matte since uneven surfaces are unable to reflect a lot of light.  Additionally, Afro-structured strands typically lose the outermost cuticle layers as they grow away from the scalp,
causing thinning at the ends and a greater propensity to shed and break.

“Curly black hair is gorgeous, so women shouldn’t consider these structural characteristics as shortcomings in beauty,” said Williams. “They just need to know that their hair might require some special attention to keep it strong.” The new line’s ingredients solve each of the aforementioned concerns. Milk protein contains calcium to strengthen hair and provide light reflective properties; its anti-irritant benefits soothe the scalp without causing build-up on the hair. Olive oil, long known for its ability to add shine and repair damage, also helps to promote a healthy scalp and well-moisturized hair. Omega-3, rich in essential fatty acids and recognized as a powerful nutrient for the body and brain, rebuilds, strengthens and protects hair from within. No other hair-care line has this triple-treatment combination. Available at beauty supply stores beginning November 2009 and at mass-market retailers thereafter, each Milk & Olive product has a suggested retail price of $4.99, except for the $1.99 treatment packet: Three-Layer Growth Oil delivers a trio of rich nutrients; a quick shake activates its ingredients.

Leave-In Treatment strengthens, softens and mends split ends with a mist spray application. Strengthening Crème provides hair with an anti-breakage boost.
Daily Growth Lotion encourages hair to resist breakage and a scalp to defy flaking.
Really Deep Conditioning Treatment pampers hair in a single-treatment packet.
M&M introduced a special version of Sofn’free GroHealthy for children in 2007 as the
first therapeutic hair-care line for children with damaged hair. Described as “Serious Therapy for Little Heads,” Sofn’free n’pretty GroHealthy also bases its formulas in natural ingredients.
M&M Products Company is a pioneer in the ethnic hair care industry, established in 1973 by two young African-American pharmacists, who introduced the first product formulated to soften natural black hair. M&M has since become an industry leader, with recognition in the mid-1980s as one of the fastest-growing companies on the list. Based in Atlanta and now privately owned by Iqbal and Yunus Kalla, M&M markets therapeutic and maintenance hair care and grooming products under the brand names Sofn’free, GroHealthy, Bump Patrol, Curly Perm, Easy Wave, and Salon Quality. Products sell in mass-market retails, such as Wal-Mart and Target, drug stores, grocers, beauty supply stores, and barber shops in every major African-American market and throughout Europe, Africa, and the Caribbean. For more information, visit mmproducts.com and bumppatrol.com.

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