OK, here is another perfect example of just how many Black women are abandoning Relaxers (or chemicals all together) and the Industry is feeling the burn/heat (Pun intended). I read this article on Essence.com and had to laugh to myself about it.
Just like the product in my post back in January, Are they SERIOUS?!?! , another company is pulling all the stops for a new product. Optimum is coming out with a new kind of wonderfully healthier formulated Relaxer. Both brands are boasting less damage and more healthy ingredients to keep our tresses, along with us, happy.
Give me a break! Why weren’t they worried about the damaging effects of those chemicals they used when Natural was a non-existent term a few years ago? Yea, you and I both know why. Nothing was keeping their pockets from being full. I have no stats but I’m sure most Black women in America ALONE had a Relaxer in their hair just a few years ago.
The industry may still be booming but they are feeling a pinch on the profits because this “New and Improved”, and “Breakthrough”, and “New Formula” crap is spewing up a little too often for the Natural haired community not to notice.
Miracle Worker: Optimum Whipped Creme Relaxer
Calling all relaxed ladies: Haircare giant Optimum has just launched one of the most groundbreaking relaxers ever to hit the market. The new Optimum Advanced Keratin Whipped Creme Relaxer System ($17.99) is blended with the breakthrough “Smart Lye + Oil Infusion” technology, which uses twenty-five percent less sodium hydroxide — resulting in reduced damage, serious straightness, and the softest, glossiest, most Alicia Keys-esque strands, ever.
Optimum has also developed a whole professional line to accompany the relaxer, which includes the Ceramide Scalp Protector ($7.49) , Keratin Recovery Creme Conditioner ($14.99), Keratin Recovery Neutralizing Shampoo ($12.99), and the High Gloss Shine Spray ($7.99). The entire line is available exclusively in salons, so check out softsheen-carson.com to find a salon near you. Here’s to beautiful blowouts!