Activate Beauty Inc. Launches New Line of Moisturizing Hair Care Products Created by Latinas for Latinas

MIAMI, April 21, 2005 /PRNewswire via COMTEX/ -- 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(R) products, now available at Rite Aid, Navarro Pharmacies, and at , are formulated to address hair care issues specific to Latina women by rehydrating and strengthening hair, and revitalizing its shine.

Salon Formulas at Mass Market Prices

Activate(R) 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.

Created by Latinas For Latinas

Activate(R) 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(R) is a state of mind. It's a lifestyle. This is what Activate(R) 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(R) has really helped me to keep it healthy and looking its best!"


Activate(R) products are available at selected Rite-Aid stores in Alabama, Arizona, California, Colorado, Connecticut, Washington D.C., Delaware, Georgia, Idaho, Kentucky, Louisiana, Maryland, Michigan, Mississippi, New Jersey, Nevada, New York, Ohio, Oregon, Pennsylvania, Tennessee, Utah, Virginia, Washington and West Virginia; in Miami at Navarro Discount Pharmacies and online at .

About Activate Beauty Inc.

Activate Beauty is a Miami-based manufacturer and distributor of hair care and beauty products focused on the beauty needs of Hispanic women. The company is committed to delivering the reliable, top quality hair care solution that Latinas have been looking for at great prices. Activate Beauty products are sold through leading drug chain retailers in the United States and online at .

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