Exclusive Line for the Treatment of Curly Hair

Brazilian beauty company launches co-criada product line for women cached. Development was done with 4000 consumers who chose functions, performance, fragrances and even the packaging line, which still has absorbed concepts created by consumers, as day after, thermal water wetting and leave in mask


4000 women Blondes, redheads, Brunettes cached and black were heard by the brazilian company Yenzah beauty during the process of co-creation of the line I'm + Curls, which has eight products developed especially for women round and hits the market in April, taking into account the wishes of a demanding audience. The Yenzah has detected some concepts created by women themselves, as the day after (days without washing the hair), which were absorbed into the industry and return, in the form of a product, for use of their own consumers.

Among the new features is the innovative product Good day! Leave-in day after, to be used in the first moment of the day. The morning allows women to increase the number of days without washing your hair, maintaining the natural oils of the wires, that leaves curls defined. The same product was created also in the children's version, the'm + curly, because his wife and daughter cached maintains a relationship of care and protection, often to prevent bullying in schools.

Another innovation of the Yenzah is the first thermal water for curly hair, wetting and indeed in the slick, cleaning. Joker product, will be used by cached during the day, to take care of the hair and avoid the oily effect caused by days without washing. It activates and reenergizes the curls.

the cache is engaged and demanding woman, she sees in the maintenance of your curls a statement of your identity, a real release of a standard of beauty that enforces the straight hair as ideal. The curly hair is a form of empowerment for women. Therefore, this consumer is more demanding and deserve a taylor made product, made for her, explains the Director of Yenzah, Rodrigo Goecks.

The line I'm + Curls still brings other products that already existed in Yenzah, but that have been perfected in touch with consumers, as the Low Poo Shampoo, with little foam, the conditioner in the Poo, no foam and cleaning, with 1 2:00 pm (shampoo and conditioner) and two leave-ins, similar to good morning!, soft and strong options, to meet all the cached , ranging from 2 to 4 types, according to the undulation of the curls.

The process of creating featured 3000 women who were at the base of the e-commerce Sweet Beauty, one of the dealers of Yenzah in Brazil. Other thousand consumers and bloggers were recruited in cached and meetings during the fair Beauty Fair, in 2015, when began the process of co-creation. They passed to the packaging of the product, with illustration created by graffiti artist Ral Dúzari, representing the curls with a hair flower power.

Following the requirements of the consumers, the line is free of parabens (which cause allergy and tumors), sulfates (which dry the hair) and petrolatum (aggressive to the wires). In addition, part of the proceeds from the sale of the products will be donated to Instituto da Criança that 20 years ago, promotes social entrepreneurship, supporting shelters, kindergartens, homes for assistance, educational programs and community development projects in Rio de Janeiro and Sao Paulo.