African Pride ® Launches a Relaxer Revolution 17 Herbs & Oils Revolutionize the Relaxer Process and Allow Consumers to Create the “Perfect Recipe for Their Hair”



December 2007, -- (New York, NY) – African Pride®, one of the industry’s leading relaxer systems, has broken the mold with the introduction of the new African Pride ® Miracle Deep Conditioning No Lye Relaxer System with Healing & Hydrating African Herbs. The relaxer system speaks directly to the problems that matter most to women of color – dryness, breakage, damage and irritation.

African Pride allows women to have the silky straight hair she desires, while remaining comfortable throughout the process thanks to the new Healing & Hydrating African Herbs – 17 natural herbs and oils – gathered from around the globe, that are mixed in during the relaxer process.

The technology of transferring the nutrients (herbs & oils) during the relaxing process is a first in the relaxer category. In addition, the consumer-controlled process allows women to create the perfect recipe for a healthy head of hair!

Inspired by the brand’s unique heritage, African Pride ® Miracle Deep Conditioning No Lye Relaxer System with Healing & Hydrating African Herbs looks to nature to provide healing remedies for the hair: Nettle to condition, Rose Hip to moisturize, Elder Flower to soften and Jojoba for shine, among other herbs that combine to heal and hydrate the hair and scalp while adding intense moisture, comfort and shine.

“We are proud to be a part of this revolutionary development in the no-lye relaxer market,” says