Pro-Line Introduces Hair Care Line For African-American Men

Pro-Line International, a subsidiary of The Alberto-Culver Company (NYSE:ACV) and the second largest manufacturer of ethnic beauty care products in the world, announces the launch of Pro-Line Barber Select(TM), the company’s very first complete hair care line for African-American men.

Pro-Line Barber Select(TM) was developed with recommendations from discriminating hair care professionals as well as with the feedback of real men with real hair issues and concerns.

“We talked to men who told us they are now looking for targeted solutions for their hair and want to turn to one brand for all of their hair care needs,” said Greg Johnson, Marketing Manager, Pro-Line International. “Those men also told us that their number one concern was dry-flaky scalp and products that cause build up. Pro-Line Barber Select(TM) addresses these concerns.”

Pro-Line Barber Select(TM) offers a full range of products representing a complete regimen: cleansing, conditioning, styling and finish. It includes a 2-n-1 shampoo/conditioner, a light oil moisturizer, a hair and scalp conditioner, a wave and styling gel, a light pomade and an oil sheen finishing spray. It addresses a man’s total hair care and maintenance needs for whatever style he may want to wear. There are also professional product offerings for barbershops and salons that include texturizers and a neutralizing shampoo. Uniquely a hybrid brand, Pro-Line developed Barber Select products specifically for consumers and others expressly for professionals.

“The launch of Pro-Line Barber Select is one of the largest in our company’s history, ” said Sheryl Adkins-Green, General Manager, Pro-Line International. “And it couldn’t come at a better time as Pro-Line is celebrating a milestone of 35 years in the hair care industry.”

To create excitement about the launch of Barber Select, Pro-Line has planned the “Barber Blitz,” which will acquaint barbers in the largest African-American markets with the product. In addition, the company has planned The Pro-Line Barber Select “Twisted & Faded Tour” which is a national tour in a “tricked-out” mobile unit that doubles as barbershop on wheels, complete with a DJ and two turn tables. The unit will make stops at some of the hottest and most exciting venues throughout the country, like the Bayou Classic and the NBA All Star Game to excite consumers and create a buzz about the new product line. The company has tentatively scheduled nine stops for the tour. Targeted cities currently include Dallas, Houston, Philadelphia, Atlanta, NYC, Chicago, Detroit, DC, and Baltimore at retail locations, barbershops, college campuses and key events within these markets.

Pro-Line International is the second largest manufacturer of ethnic beauty care products in the world. A subsidiary of The Alberto-Culver Company (NYSE:ACV), it manufactures popular brands like Soft & Beautiful(R), Soft & Beautiful Botanicals(TM), TCB(R), Soft & Beautiful(R) Just for Me(TM), Pro-Line Comb-Thru, Motions(R) and Barber Select(TM). For the last 35 years, it has been an industry leader in hair care with its brands distributed in 102 countries around the world. Log on to http://www.proline-intl.com for more information.

Via Business Wire

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