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Soft & Beautiful Taps Spokespeople for Healthy Resolutions Campaign

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By: Jamie Matusow

Editor-in-Chief

Soft & Beautiful hair care products, a part of the Pro-Line International family of brands, has recruited actress and fitness expert A.J. Johnson and life coach and best selling author Valorie Burton as spokespersons for their Soft & Beautiful with Curves Healthy Resolutions campaign with national fitness chain Curves. The two experts will join forces with Pro-Line Beauty and Hair Care Consultant Roslyn Baker to form the Soft & Beautiful BEAUTY EXPERTS. The team will offer advice on wellness “from hair to toe” and from the inside out, in by-line articles, on the Soft & Beautiful website, in interviews across the country and finally at a world-record-setting fitness and beauty event for women in the Chicago, Illinois area on January 20, 2007. The BEAUTY EXPERTS are part of an awareness campaign that highlights the Soft & Beautiful with Curves Healthy Resolutions promotion. When shoppers purchase specially marked packages of Soft & Beautiful and Soft & Beautiful Botanicals relaxer kits, they will receive a free two-week membership to any participating Curves fitness center and a Soft and Beautiful branded fitness headband. “Soft & Beautiful with Curves Healthy Resolution is about encouraging your girlfriends, sisters, mothers and daughters to make a new commitment to total wellness and beauty, but that takes courage,” said Tiffanie Jones, Pro-Line International. “Soft & Beautiful realizes that soft, silky, healthier hair and a healthier lifestyle begin with a mindset change, and that can be a challenge. We hope to connect the dots between healthy hair and healthy bodies with a healthy outlook on total wellness.” Often, African-American women express concern about how to maintain or manage their hair during and after a workout. Soft & Beautiful’s BEAUTY EXPERTS have developed tips to address this concern as well as other advice on how to manage a healthy body and a healthy head of hair throughout the year.

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