MIAMI — Boca Cosmetics Group is launching its Zelo Keratin Hair Straightening Kit and other hair care products in Navarro Discount Pharmacy stores.
The company said Tuesday that its generating awareness of its products’ premiere at Navarro, the nation’s largest Hispanic-owned drug chain, in weekly store flyers, Univision TV and Spanish radio stations.
Keratin treatments are designed to help to straighten hair, smooth curls and waves and eliminate frizz. According to Boca, Zelo offers an affordable solution that achieves salon results with a certified formaldehyde-free formula.
The one-application treatment with Zelo lasts up to 12 weeks, depending on hair texture and retails for $49.99.
In addition to Zelo’s Duo Keratin kit, Navarro also carries Zelo’s Velvet hair gloss. The high-end, anti-frizz gloss, which retails for $19.99, is designed for everyone, including those just looking to temporarily manage the frizz or use a finishing gloss to style their hair everyday, Boca said.
Zelo is available in all 33 Navarro stores in Miami-Dade County and is slated become available in Navarro’s first store in Broward County opening early next month.
"The Hispanic market is one that really benefits from the manageability Zelo offers," stated Gisela Basilio, executive director at Boca Cosmetics Group. "A recent customer bought three kits, telling a store promoter how happy she was to finally see it in stores. She bought one for herself and one for her two daughters and sent back friends to buy more. We are striving to reach out to other minority stores throughout the country, including the African-American market, as Zelo has proven to be an exceptional alternative to using harsh relaxers."
