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Actress/Singer Roselyn Sanchez to promote new line
of hair products for Latina women
Note: Roselyn Sanchez and the owner of Activate Beauty
will be holding an in-store beauty event to greet fans and sign bottles of
Activate(R) on Saturday, April 30, 2005, 10:00 am – 12 pm at Navarro Discount Pharmacy,
12000 SW 8th Street, Miami, Florida.
Source: Activate Beauty Press Release
 April 25, 2005 -- Latinas are admired the world over for their thick, cascading and sexy manes of hair. Unfortunately, achieving that silky and sensuous look is not always so
easy. Well, chicas need fret no more ... Activate Beauty Inc.'s new line of salon-quality hair care products has arrived with formulas designed to replenish moisture and restore dry, frizzy and damaged hair, which means that all chicas with straight, wavy or curly hair that is dehydrated or unmanageable, can now easily style their way to glorious hair. Activate® products, now available at Rite Aid, Navarro Pharmacies, and at
http://www.activatebeauty.com, are formulated to address hair care issues specific to Latina women by
re-hydrating and strengthening hair, and revitalizing its shine.
Activate® products are the result of rigorous and extensive research and are enriched with elements like
Hydro-Infused(TM) Complex, a unique moisturizing blend developed exclusively for Activate Beauty, consisting of salon-formula premium ingredients like Sea Grape, White Water Lily, Avocado Oil, Vitamin E and Soy Protein; exotic elements like Cupuacu Butter, Sea Buckthorn, and Macadamia Nut Oil; and nourishing components like Vanilla Bean, Vitamin B-5, Milk Thistle, and Aloe Vera.
The line consists of seven products: a Hydrating Shampoo and a Hydrating Conditioner to cleanse gently, restore moisture and revitalize shine; Hair Repair, a high-performance formula to soothe and repair dry and damaged hair; two styling aids, Soft Curls and Straightening Cream; and two finishing products that add shine, control frizz and eliminate the appearance of split ends: Shine-On Spray and Sealant Serum. The suggested retail price for the Shampoo, Conditioner, Hair Repair, Straightening Cream, Soft Curls and the Shine-On Spray is $6.99. Suggested retail price for the Serum is $8.99.
Created by Latinas For Latinas
Activate® was created by a group of Latinas who felt there was a need in the marketplace for a line of products that was designed specifically for their type of hair, that actually delivered on its promise, and that was presented in a manner that was relevant to their culture.
The company's understanding of the hair dilemmas Latinas face and its commitment to providing them with special formulas designed to help them achieve gorgeous results is underscored by the brand's slogans in English and Spanish -- The Best of You and Lo Mejor de Ti -- and by the product's name, a word that compels
Latinas, in both English and Spanish, to take control of their hair and master their style potential.
"We felt it was important to have a dynamic word in both languages that epitomized Latinas achieving their dreams," explains Activate Beauty's President and CEO Jacqueline Dascal
Chariff. "Activate® is a state of mind. It's a lifestyle. This is what Activate® is all about: 'Activating' the best in you and reaching your potential."
"As Latinas, one of our defining traits is our need to be well groomed; we are always looking for new ways to improve our appearance. We are savvy consumers of beauty products; we understand quality and are prepared to pay a little more to get it. We just need products that really deliver!" says Puerto Rican singer, film and TV star, and Activate Beauty spokesmodel Roselyn Sanchez. "Because of my work, my hair is always being exposed to dryers, curling irons and coloring products. Activate® has really helped me to keep it healthy and looking its best!"
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