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Re:coil shampoo and conditioner

Re:coil shampoo and conditioner

Since its development five years ago, Re:coil Curl Activator has ranked first out of the 44 hair products sold by Canada's AG Hair Cosmetics. Since the product's introduction, the company has gotten consistent requests to develop a shampoo and conditioner to go along with the curl cream, which has become a "Holy Grail" product for many curlies.

AG responded.

As AG has done in the past, the company went directly to the source. Last fall, AG posted a survey on NaturallyCurly.com to help it develop a curly shampoo and conditioner worthy of the styling product. Out of 6,500 respondents, 100 people were selected as testers.

"One of the reasons (Re:coil) has become so successful is because, from the onset, we engaged the experts on NaturallyCurly.com to help us develop the styling product," says John Davis, CEO and co-founder of AG. "We've done the same with the new Re:coil shampoo and conditioner, which will help build the foundation for luscious, healthy curls."

The result of this effort is new Re:coil Curl Activating Shampoo and Re:coil Curl Activating Conditioner, which launched Sept. 1 — exactly five years to the day after the introduction of the Curl Activator.

The shampoo is a mild sulfate-free formula designed to retain the curl. The conditioner is designed to smooth and detangle curls. Both products contain AG's C3* curl creating complex — a combination of rice amino acids, biofermented fruit acids and fatty acids.

Some of the information gleaned from the surveys was surprising, says Tatiana Jovic, spokeswoman for AG. For example, curlies said they would be willing to spend more on a sulfate-free shampoo. Tester feedback resulted in changes to the consistency and fragrance of the products.

AG is a big believer that you've got to listen to your customers. Customer input was the impetus for the creation of Re:coil Curl Activator. Davis says the company was hearing from curlies that they wanted a styling product especially for them. In doing its research, the company came across NaturallyCurly and became involved in discussions online. Samples of the company's soft-hold cream were sent out to members to test, and adjustments were made based on their feedback.

"The rest is history," Davis says.

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