The Stephan Co. Launches Imagen™ Salon Formula for Growing Latina Hair Care Market - KPTV - FOX 12

The Stephan Co. Launches Imagen™ Salon Formula for Growing Latina Hair Care Market

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SOURCE The Stephan Co.

TAMPA BAY, Fla., May 1, 2014 /PRNewswire/ -- The Stephan Co., a leading developer of quality hair and skin care products, today unveiled Imagen, a game-changing new hair care line designed specifically with the Latina consumer in mind.

Imagen™ -- salon quality hair care products designed for Latina consumers. Now available at Target.

Ideal for those occasions when you absolutely need cabello perfecto, Imagen Salon Formula [] consists of six, salon quality hair care products: Moisturizing Shampoo – containing avocado oil and botanicals to naturally revive dry, damaged hair (12 oz); Strengthening Conditioner – formulated to penetrate the hair shaft, instantly detangling and smoothing even problem hair (12 oz); Leave-in Conditioner – a protein-enriched complex that restores moisture and softness (12 oz); Temporary Straightener – a straightening and shining formula to temporarily remove curl and frizz without harsh chemicals (12 oz); Shine – a weightless mist that adds brilliant shine (3.4 oz); and Anti-Frizz Serum – a greaseless finishing balm to tame 'frizzies' and seal split ends (3.4 oz). All products: MSRP$7.99.

The Stephan Co. also offers Imagenin value sizes for the entire family, including an Aloe Vera-based Shampoo (20 oz), Conditioner (20 oz), and Extra Hold Styling Gel (20 oz). All products: MSRP$4.99.

In recent years, the Latino consumer has emerged as a force to be reckoned with, spending 43% more on branded hair products than the average shopper1.  Currently the fastest growing ethnic group in the U.S., the Latino population is projected to increase by 167% before 2050, compared to 42% for the general population. Its spending power likewise is moving in the same direction and is projected to grow from $1 trillion based on 2010 figures to $1.5 trillion in 2015.

 "Today's Latina consumer is a highly sophisticated shopper who is often fluent in both English and Spanish and equally comfortable moving between both cultures. She's looking for a product that is tailored to her specific hair care needs and is backed by an authentic brand with values that are consistent with what matters most to her -- family and community," said The Stephan Company's VP of Sales Paul Crouch. "We've done our homework and are confident that Imagen achieves on all fronts – from formulation, to packaging to how the brand will engage Latina consumers."

The Stephan Co. will support Imagenthrough grass roots efforts that champion the diversity of the Latino American culture and its members' active presence on Facebook [] and other social media channels. Amongst other initiatives, The Stephan Co. will connect with Latina consumers through national online contests and aggressive sampling at targeted events in key Hispanic markets. 

ImagenSalon Formula is launching this month at Target.

About The Stephan Company

Founded in 1897, The Stephan Company is a premier manufacturer and distributor of hair care, skincare and personal care items, including brands Balm Barr, Frances Denney, Le Kair and Wildroot. Web:

1"State of the Hispanic Consumer: The Hispanic Market Imperative" – The Nielsen Company

PR Contact: Simon Ashdown
Bang Albino Communications
T: 416.560.9016

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