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SMOOTHING SOLUTIONS: INTRODUCING THREE NEW BREAKTHROUGH PRODUCTS FROM THE JOHN FRIEDA® FRIZZ-EASE® COLLECTION

THINK: The next generation of frizz control.

WHAT THEY ARE: Smoothing, defining, protecting, conditioning style solutions. Ever since John Frieda® introduced Frizz-Ease® 18 years ago, women have relied on the serums' style-saving power to tame unruly hair. The unprecedented Frizz-Ease® formula represented a breakthrough prescriptive approach to hair care, offering women a targeted solution for a specific hair issue.

Now the John Frieda® Collection takes Frieda's original vision to the next level with three new styling aids that go beyond frizz fighting to address specific styling concerns for each hair type. The innovative formulas provide new solutions for heat styling, straightening and curl defining that also prevent and calm frizz, ensuring smooth, flawless, lasting styles.

Formulated with a ThermaGuard™ Complex, all three formulas help protect against damage from heat styling as they condition, resulting in sleek, healthy hair. Whether sculpting curls or straightening strands each new product smoothes, silkens, and preserves styles for up to 24 hours.

FROM THE EXPERT: "Sleek hair is always in style, whether you're sporting smooth, bouncy curls or ultra-straight strands," says Harry Josh, Creative Consultant for the John Frieda® Collection. "Each new Frizz-Ease® formula includes targeted technology designed to bring out the best in your hair type, delivering silky smoothness and a flawless finish."

• Frizz-Ease® Heat Defeat™ protective styling spray — Designed to work with heat tools to smooth, straighten and condition hair, this lightweight styling spray provides heat protection especially for high heat tools. The unique ThermaGuard™ Complex not only helps straighten hair, but also blocks style-ruining humidity and helps protect against damage. Jojoba oil, antioxidants and a softening ingredient silken strands as humectants replenish critical moisture.
• Frizz-Ease® Straight Fixation™ smoothing crème — Specially developed for straight styling, this lightweight conditioning crème not only holds hair straight for 24 hours, but also helps protect against heat damage. Straightening Technology fights frizz, blocks humidity and helps prevent damage as it ensures an ultra-smooth, silky-straight finish without heaviness. Sweet almond oil and milk protein smooth and condition hair, while silicones fight frizz and protect style integrity in high humidity. The formula's unique polymer system improves hair alignment for maximum straightening benefits.
• Frizz-Ease® Spiral Style™ curl-defining spray gel — This curl-defining formula offers the hold of a gel with the weightless, non-crunchy feel of a spritz. Developed to fight frizz while sculpting curls, the spray delivers salon-like, shiny-smooth spirals with lasting definition. Curl Enhancing Technology helps define curls, tame frizz, retain curl shape in high humidity and helps protect against damage. Silk and wheat protein moisturize and soften curls without weighing them down, while a styling polymer helps hold curls in place.

WHAT THEY COST: $6.49 each

WHERE TO FIND THEM: Food, drug and mass retailers nationwide

Kao Brands Company is a leading manufacturer of premium beauty care brands that are recognized around the world for their innovation and quality. Kao Brands Company's portfolio includes Ban® antiperspirants; Jergens® and Curél® hand and body lotions; Bioré® facial care; John Frieda®, Frizz-Ease®, Sheer Blonde®, Brilliant Brunette®, Radiant Red® and Luminous Color Glaze® professional hair care. Founded in 1882, Kao Brands Company is a wholly owned subsidiary of Kao Corporation.

FOR MORE INFORMATION, PRODUCT IMAGES OR SAMPLES:
LAUREN DONNER/ANNIE NASLUND
TRACTENBERG & CO.
212.929.7979

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