GKhair selects marketing firm in bid to increase US exposure

By Andrew McDougall

- Last updated on GMT

Global hair care company GKhair has announced its collaboration with TransMedia Group to promote its full line of hair products with the hope of increasing national exposure.

The Boca Raton based PR and marketing firm has said it will conduct national campaigns in order to position GKhair as an innovative hair care company and promote its Hair Taming System with Juvexin, a keratin compound exclusive to GKhair, as wells its new collection of after care products.

"We selected TransMedia Group as we are impressed how effective they are in generating national media exposure, as well as their overall achievements in promoting innovative beauty products and services,"​ said Van Tibolli, founder and CEO.

Kim Morgan, senior vice president at TransMedia, expressed her enthusiasm for working with the hair care firm due to its ‘unique’ system.

“GKhair's superior after care products were designed to maintain the life of the salon treatment, but when used on their own, will also boost strength and manageability. We are excited to help position GKhair as the undisputed leader in this industry,”​ she explained.

GKhair claims exclusive use of Juvexin

GKhair claims its line of hair care products, which all feature the Juvexin ingredient, restores hair by repairing damage and providing long-term conditioning and protection.

Juvexin, which is a keratin compound, is a blend of proteins derived from New Zealand sheep wool, and Van Tibolli claims GKhair is the “first and only company to harness the superior beauty benefits of Juvexin.”

Juvexin works by closely mirroring the hair’s own keratin structure. The long protein chains allow the blend to bond with the hair and wrap around the cuticle to repair and protect, whilst penetrating the cuticle to nourish each strand.

According to GKhair, if used every day Juvexin will transform and revitalize hair and reduce the time devoted to styling and maintenance.

The Hair Taming System with Juvexin incorporates its patented formulation of proteins. Unlike other keratins, GKhair claims the Juvexin is non-hydrolyzed; maintaining the healing elements of the blend.

Scientific studies have revealed that the harsh process of hydrolyzation reduces keratin proteins to inactive fragments that cannot effectively bond to the hair or offer nourishing effect.

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