2011-11-28

Naturtint® Natural, Permanent Hair Color Line Expands in U.S.

Plant-based, ammonia-free hair color line enters beauty and fashion channels

Naturtint, natural, ammonia-free permanent hair color, is expanding from its market-leading position in the health food segment into beauty and fashion mass-market channels.

International Trade Routes, the exclusive U.S. distributor of the European-made Naturtint hair color line, is increasing its distribution channels, embarking on a new marketing campaign, and expanding into a new warehouse and distribution center.

The product line is being promoted with an entirely new marketing campaign for the holidays, with full-page ads scheduled to appear in major national fashion magazines as well and health and fitness magazines. The ads feature fashion models who have had their hair dyed with Naturtint.

“Since launching Naturtint in the U.S. in 1999, the line has continued to grow in popularity with consumers who want a healthier way to color their hair and are concerned about the potential averse health effects of harsh chemicals and ammonia found in other hair color products,” said Brenda Boice, president and founder of International Trade Routes. “Naturtint gives women salon-quality results and is healthier for the hair, body and environment.”

Manufactured by Laboratorios Phergal – ranked as one of the top cosmetics labs in Europe – Naturtint has become the leading brand of permanent hair color without ammonia, parabens or resorcinol, used by over a million women worldwide.

While other mass-marketed hair coloring lines use private label companies to manufacture their products, Phergal operates its own R&D laboratories and manufacturing plants, and all products meet the strictest GMP Pharmaceutical standards.

Available in 29 mixable shades, Naturtint® provides deep, vibrant, long-lasting color and can cover gray in one application. Naturtint’s plant-based permanent hair color works by using a three-step process that first naturally opens the external cuticle layer of the hair, then penetrates the deepest layers of the hair shaft with its new color, and finally returns the cuticle to its original position, trapping the colorants inside the hair to ensure the new color won’t fade away. Naturtint both deposits color, adding to the hair’s original shade, and extracts color, lightening hair up to two shades at a time.

About Naturtint

Naturtint is the first line of natural, ammonia-free permanent hair color developed by Laboratorios Phergal in Spain. Since 1999, it has been exclusively distributed in the U.S. by International Trade Routes, where it is the market leader in the health food segment. Visit www.NaturtintUSA.com.

Editor’s Note: Photos and samples are available.