With +Repelle™, Hair Color's Not a Hassle
Mass Market Retailer, January 17, 2007
Cincinnati - About 42% of women who dye their hair end up unintentionally dying their skin as well. The resulting stains can last for hours or even days, despite scrubbing, and can lead to skin irritation.
A new product called +Repelle, from Ingenuity Products LLC, is designed to offer consumers a solution to this problem while providing retailers with an incremental sales opportunity.
+Repelle, which goes on sale at Walgreen Co. outlets in February, is described as a skin shield wand. Resembling a lip protection stick, but with an oval shaped head, the +Repelle wand allows hair color users to easily apply a protective barrier along their hairlines and on their neck and ears.
The product contains shea butter, aloe, vitamin E and a trademarked ingredient called Pretectin-22, a derivative of grapeseed oil that ionically repels positively charged hair color dye molecules.
As a result, +Repelle prevents the dye from coloring the skin. The protective shield washes off easily when no longer needed, says company founder and owner Jeff Goldstein.