If you like relaxers then this might work for you!

SEEING IS BELIEVING: HEALING & HYDRATING HERBS OF

AFRICAN PRIDE RELAXER SYSTEM DEMONSTRATED ON NATIONAL CABLE TELEVISION

SHINY, NOURISHED HAIR ACHIEVED WHILE TV AUDIENCE WITNESS

HERB-INFUSED RELAXER AT WORK ON BET, TVOne AND MORE

JACKSONVILLE, FL (April 8, 2009)—Women who are tired of the same dull results from hair relaxer brands claiming to do more, will rush to tune in to Black Entertainment Television, BET Jazz, The Gospel Music Channel and TVOne again and again to witness a first.  African Pride, the only ethnic hair care brand to enrich its relaxer, shampoos and conditioners with 17 Healing & Hydrating African Herbs, will debut a direct-response television advertisement featuring customer testimonials and visual demonstrations of the African Pride Miracle Deep Conditioning No-Lye Relaxer system from start to finish.

The spot highlights the patented process where the user adds and mixes in the one-of-a-kind packet of 17 all-natural dry herbs into the relaxer mixture.  The video actually shows the herbs dissolving into the relaxer, releasing its nourishing, hydrating and healing effects during the relaxing process. And thanks to the wonders of television, women will see the results: silky, shiny, nourished and straight hair.

“We asked women, and they told us that they are tired of seeing wonderful results on the packaging model, but seemingly unable to achieve these results for themselves at home,” said Anthony Standifer, Brand Manager for African Pride. “This infomercial connects the dots between what’s in the relaxer kit and how to apply the relaxer and add in the healing & hydrating herbs to achieve the beautiful results we showcase on the box.”

Research shows that African American women complain most of breakage, hair loss, damage and dryness associated with relaxers.  Many say they are unsatisfied with the results they receive after applying a relaxer.  The video addresses all of these issues and concerns with real customer testimonials, explicit details and a step-by-step demonstration of the process.

The idea started with simple video vignettes online at the African Pride website.  That’s when African Pride decided to expand on the idea and take a longer form of the video to the cable networks where their young, hip and modern audience is taking in the latest in music and lifestyles.

“Seeing, for so many, is believing,” said Standifer. “And for most of our customers, it is important to actually have a full-length visual presentation to understand how the system works and to hear women just like them talk about some of the same hair problems that they have—solved by an amazing relaxer system.  The secret is in the herbs, but now, the secret is out.”

Recently, products like ShamWOW, PedEgg and Proactiv have underscored the popularity and effectiveness of infomercials; and thanks to President Barak Obama, who capped off his 2008 Presidential bid with an infomercial-style 30-minute campaign ad airing on seven separate networks just days before the election, the medium is penetrating the mainstream with increased credibility.

With the launch of this direct-response television initiative, African Pride Miracle Deep Conditioning No-Lye Relaxer system will be the first hair care brand in recent history to advertise a relaxer to women of color with an infomercial.

Standifer added, “We know we have a unique relaxer that delivers better results. Now our customers will see the results on TV and in the mirror.”