What marketing executives discovered is that 50 percent of women had curly and wavy hair. And of those, 72 percent wear their hair curly or wavy at least half of the time.
So Redken set out to create a product that was about texture -- loose, luscious, frizz-free, touchable curls without crunch.
The result is Ringlet 07 Curl Perfector, a cream-gel designed to activate and rejuvenate curls and waves. It is designed for all curl types as well as permed hair.
The product, which will be available this month, contains ingredients such as coconut oil to control frizz, calcium for curl definition and honey for moisture.
Dir said it can be mixed with other Redken styling products for more hold or more shine. For example, Concrete can be used to provide strong, defined hold or Rough Paste for more texture.