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Beauty Industry, Beauty Launches

Latina Hair Care Line Launches at Target

The new hair care collection is by The Stephan Co.

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By: Jamie Matusow

Editor-in-Chief

The Stephan Co.has launched a new hair care line that targets the Latina market, called Imagen Salon Formula.

The collection contains Moisturizing Shampoo, Strengthening Conditioner, Leave-in Conditioner, Temporary Straightener, Shine and Anti-Frizz Serum.

Paul Crouch, the brand’s vice president of sales, said:

“Today’s Latina consumer is a highly sophisticated shopper who is often fluent in both English and Spanish and equally comfortable moving between both cultures. She’s looking for a product that is tailored to her specific hair care needs and is backed by an authentic brand with values that are consistent with what matters most to her — family and community. We’ve done our homework and are confident that Imagen achieves on all fronts – from formulation, to packaging to how the brand will engage Latina consumers.”

The Stephan Co. will promote the line through grass roots efforts that champion the diversity of the Latino American culture and its members’ active presence on Facebook and other social media channels.

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