Chicago, August 15, 2003.  JossClaude Products LLC announced this week that Lazos Latinos has been appointed agency of record for the national launch of Fórmula Latina Hair Care, a line of professional hair care products for the US Hispanic community. JossClaude Products LLC is a company formed in partnership with JossClaude Salons, the largest chain of beauty salons in Latin America.


JossClaude Salons began almost 30 years ago when Joss Ifergen and Claude Joanin opened their first salon in Mexico City. The chain has grown to be the largest and one of the most influential of all beauty salons in Latin America. Cristina Benitez, president of Lazos Latinos, says that the appointment of Lazos Latinos gives JossClaude Salons an opportunity to broaden their reach into the US. “For almost 30 years JossClaude salons have worked specifically on Latina hair in all of its different varieties,” says Benitez. “Now their expertise in Latina hair styles will be available in the US through the Fórmula Latina line of products.”


The line of products was developed under the direction of founders Joss Ifergen and Claude Joanin. “While there are many different types of hairstyles worn by Latina women, they have some common traits.” According to Benitez, many Latina women don’t have fine, thin hair and therefore don’t need volumizing products that are popular in the US with non-Latinas. “In addition, more Latina women tend to wear their hair longer than non-Latina women. Our research shows that dryness, flyaways and lack of shine are key concerns of our consumer. Fórmula Latina is a high-performance, conditioning line of products specifically designed to give shine and moisture for this type of hair.”


JossClaude Fórmula Latina Hair Care will be available in mass merchandiser, drug and grocery stores around the country starting February 2004. The line will be launched in the US principally in the top 10 Hispanic markets and will be supported with very strong levels of radio advertising, print advertising and Public Relations.