NewswireToday - /newswire/ -
Plainsboro, NJ, United States, 2007/03/20 - American Beauty Supply, manufacturer of the Sedu brand of Flat Irons and Hair Dryers, has announced the launch of a new line of protective heat styling sprays developed from an innovative heat activated formulation.
The Sedu Heat Protecting Boost line is constructed of a unique formulation containing Crodosone W wheat proteins that, when activated by heat provides healthy protection from heat styling. This healthy heat protection transforms even the most unruly hair into a salon looking, frizz-free style. Each Sedu Heat Protecting Boost leaves hair looking healthy, and adds an incredible shiny, long lasting frizz-free finish.
“Women love their flat irons, hair dryers and curling irons,” explains Richard BenBassett, Vice President of American Beauty Supply. “But heat styling tools soften the keratin, which is the principal protein in hair. Excessive heat causes the hair to weaken, become brittle, and eventually break off”. The Sedu Heat Protecting Boost line was developed to work in conjunction with these higher temperatures. Activated by heat, they provide intense conditioning while protecting the hair from the high temperatures of heat styling tools.
Safe for all hair types, each Sedu Heat Protecting Boost (sedubeauty.com) is specially formulated to help women achieve their desired style, while providing maximum healthy heat protection.
Available in four formulations: Moisturizing, Volumizing, Color Anti-Fade, and Smoothing, each product contains a breakthrough blend of complex heat activated ingredients including Crodosone W wheat proteins that work synergistically together, to moisturize the hair and help create soft, silky hair.
About American Beauty Supply
Since its inception, American Beauty Supply has positioned itself as a manufacturer of only the finest personal care products. Creating top-of-the-line tools of the trade that are within reach of both the professional Stylist and home user, American Beauty Supply takes imaginative steps to give their customers what they want through innovative products and breakthrough technology.