The new product has been developed to address problems common to consumers with color treated hair.  The special Finesse formulation answers two major needs for users:  hair strengthening and color protection.

 

According to George Russell, CEO of Lornamead, Inc., manufacturer of Finesse, many consumers are not aware that hair damage does not just come from hair styling, coloring, heating or straightening treatments. 

 

"Repeated washing, drying, brushing and combing can further damage the follicle cuticles as well.  As a result, consumers seek remedies to restore the overall condition and strength of their hair.  They want products that protect and make hair more resilient, keeping it smooth, shiny and feeling healthy," Russell said.

 

While other hair care revitalizing shampoos and conditioners use outdated formulations, the new Finesse product features a specially formulated ingredient that helps provide several benefits, including better color retention, while helping to reduce fly-away and static.  Further, it does not leave build-up while conditioning, and provides moisture retention that helps protect and repair cuticle damage.  The overall result is healthier looking hair, according to Russell.

 

All tried and true Finesse products feature a clean, oil-free self adjusting formula that provides the user's hair exactly what is needed, and lives up to the self-adjusting claim.  "Sometimes you need a little; sometimes you need a lot."

                                                      

"While hairstyles have come and gone over the years, Finesse has adjusted to the unique needs of the customers' hair every step of the way.  This new product is a clear example of how Finesse remains as popular as it has with the various segments of the market," said Russell.

 

A recent industry report indicates that Finesse is the fastest growing mass channel brand among retailers. This latest shampoo/conditioner addition rounds out the complete line of Finesse hair care products.

 

 

The Company

Lornamead, Inc., has implemented a successful strategy within the personal care industry by acquiring and building brands with rich consumer heritage in the hair care, skin care, oral care and bath luxury categories.  With proven expertise in brand acquisition and new product development, Lornamead adds value to brands by re-vitalizing well-known and trusted names, and by expanding their distribution to global markets.

 

In this hemisphere, the company is best known for its FINESSE and AQUANET^TM brands of hair care products; YARDLEY of LONDON^TM and WOODS of WINDSOR^TM luxury bath products; and LypSyl^TM, a leading lip balm in Sweden and other Northern European countries, recently introduced successfully to the U.S. market.

 

Lornamead, Inc. is one of five subsidiary companies of The Lornamead Group.  The private U.K.-based company boasts a presence in over 50 countries, with 36 well-known and trusted brands.  Some of these brands have a heritage dating back 230 years.  The Stamford-based company, with manufacturing operations in Tonawanda, NY, accounts for approximately half of the firm's global business.

 

For information about FINESSE hair care products or Lornamead, Inc., go to www.finessehaircare.com