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2.11 / INTRODUCING FRIZZ-EASE® 3-DAY STRAIGHT™ SEMI-PERMANENT SMOOTHING AND STRAIGHTENING NEW FROM JOHN FRIEDA® HAIR CARE

THINK: Transform thick, curly, frizzy hair into straight, smooth style that lasts up to three days- or until your next shampoo.

WHAT IT IS: An at-home alternative to salon keratin treatments. When John Frieda® Hair Care first introduced Frizz-Ease® formulas, the miracle treatments did more than offer a fast frizz fix—they helped millions of women identify the issue that plagued their style, providing a solution some didn’t even know they needed. Now, two decades later, John Frieda® Hair Care revolutionizes the frizz category once again, pioneering a semi-permanent straightening solution that gives women with coarse, curly hair at-home access to a coveted salon treatment. Harnessing the power of keratin protein, new Frizz-Ease® 3-Day Straight™ seals in straight style with the help of a flat iron, giving women sleek, smooth, ultra-straight hair now—and three days after.

FROM THE EXPERT: : “When it comes to taming thick, unruly, frizzy hair, there’s no better option than keratin treatments,” explains Harry Josh, John Frieda® International Creative Consultant. “Frizz-Ease® makes that technology available at home for the first time, taking semi-permanent straightening out of the salon and putting it within everyone’s reach.”

Offering a lasting smoothing effect, the heat-activated, semi-permanent styling spray is ideal for women with coarse, unmanageable curls or waves who struggle to achieve—and maintain—straight style. 3-Day Straight™ not only fosters flawlessly straight strands, but also lets women hold onto the straight style they work hard to perfect. When applied to damp hair, the weightless spray provides heat protection as it blocks out frizz and enhances straightening results, locking in sleek, glossy texture for up to three days. John Frieda® Hair Care’s proprietary blend of polymers with keratin protein wraps each strand, sealing in straight style as it smoothes.

HOW TO USE: Spray throughout damp (not dry) hair, combing to distribute evenly. Blow dry hair straight, then finish by flat ironing hair in sections to preserve straight style for up to three days or until your next shampoo.

WHAT IT COSTS: $9.99

WHERE TO FIND IT: 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®, Root Awakening®, Luxurious Volume, Sheer Blonde®, Brilliant Brunette®, Radiant Red®, Full Repair™, Precision Foam Colour 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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