Family & Living

June, 07, 2004 - 09:13 AM / ET

Professional Hair Care Line for Latinas Launches in the U.S.
Say ‘adios’ to problem hair! Fórmula Latina fights frizz and adds shine

Chicago, ILL--(HISPANIC PR WIRE)--June 7, 2004--For too long, hair care companies have overlooked an important segment of the population, the Latina woman … until today. JossClaude Products, Latin America’s leading hair experts, have now launched Fórmula Latina, an exciting new line of 12 professional products designed especially for Latina hair. Made with pro-vitamins and natural herbs, Fórmula Latina represents a breakthrough in Latina hair care: the first complete line of professional products designed to eliminate frizz and add shine – the top Latina hair concerns.

Unique in the marketplace, Fórmula Latina solves Latina hair problems with a complete range of nutrient-rich shampoos, conditioners and styling products that provide excellent moisturizing, deep conditioning and effective control. “Fórmula Latina is the only professional hair care line that features dramatic, one-of-a-kind solutions, such as Shampoo and Conditioner for Long Hair and Aerosol Shine Spray, created especially for Latinas,” said Oliver Ifergan, International Celebrity Hairstylist.

Ifergan has worked all over Europe, Latin America and the U.S., and his exclusive client list includes such Latina celebrities as Paulina Rubio and Alejandra Guzman. He says that many Latinas share common complaints. “No matter if they are from the Caribbean, Mexico, Europe or South America, frizzy hair tends to be one of the biggest problems Latinas face. Fórmula Latina professional products help all Latinas eliminate frizz, even during high humidity,” he added.

A Variety of Natural Formulas

The Fórmula Latina line features a variety of formulas bursting with essential pro-vitamins and natural herbs, such as avocado and jojoba seed oils and green tea. Its delicious signature fragrance features tropical, fruity and floral notes. While each product has its own special benefits, collectively they provide beautiful conditioning. “All the Fórmula Latina professional products provide three main benefits: healthy, shiny, frizz-free hair - exactly what every Latina is looking for,” added Ifergan.

The extensive Fórmula Latina line features many high performance products, including:

-- Shampoo and Conditioner for Long Hair. Many Latinas wear their hair long. These products provide excellent detangling, especially when hair is wet, and prevent split ends. They are ideal for making long hair sleek and shiny.

-- Aerosol Shine Spray. Everybody wants more shine. When sprayed on hair as a finishing touch, this innovative product adds an extra boost of dazzling shine.

-- Instant Repair Spray. This intense formula, rich with Vitamin E and Pro-Vitamin B5, repairs dry, damaged hair instantly. With only one treatment, hair is transformed from dry and damaged to smooth, manageable and healthy.

Free samples of Fórmula Latina Moisturizing Shampoo & Conditioner will be available online at beginning this May.

Inspired by Latinas

Ifergan believes that hair is not just about how you want to look, but what you want to express. “For a Latina, her hair is more than an expression of how she looks, but how she feels. It’s a personal statement of who she is and who she aspires to be,” said Ifergan. This combination of beauty, confidence and attitude is what inspired JossClaude Products to create Fórmula Latina. “Beautiful hair is part of what makes the Latina woman so alluring and captivating,” he added. “In this way, Fórmula Latina not only addresses her needs, but celebrates her dynamic spirit.”

Fórmula Latina products range in price from $5.99 - $8.99, and are available in grocery, mass merchandise, and retail stores throughout the U.S., particularly in New York and the Southwest. Products can also be ordered at Further distribution is planned for later this year.

Though designed especially for Latinas, Fórmula Latina is an excellent choice for anyone who seeks to eliminate frizz and add shine. It is appropriate for all hair types, from thick and curly to fine and straight to normal, color treated or damaged.

About Fórmula Latina

Fórmula Latina is the only major line of professional hair care products made exclusively for the Latina woman, and the first line launched in the U.S. with Spanish-dominant packaging and advertising. Fórmula Latina is made and sold by Joss Claude Products, and was developed under the guidance and expertise of Joss Ifergan and Claude Joanin, founders of JossClaude Stylistes – the largest chain of hair salons in Latin America, and owners of the largest beauty school in Latin America. For nearly 30 years, JossClaude Stylistes salons have enjoyed a fine reputation as Latin America’s leading hair experts. For more information, visit

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Susan Urza, (949) 754-2068