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Companies & industry

Éh! pins its hopes on new portfolio with redesigned layout

The Hypermarcas Group company launches 21 items and invests in high technology formulas with natural ingredients.

The éh! hair care brand has just relaunched its entire portfolio. The company was created in 2006 by Brazilian businesswoman and former dentist, Cristiana Arcangeli, who was also the founder of Phytoervas, and was acquired by the Hypermarcas Group two years later. Éh! has released 21 new items including shampoos, conditioners, hair masks and leave-in products.

Leave-in product Reabilitação, já!

Leave-in product Reabilitação, já!

The formulas have been developed with high performance, vegetable-based raw materials and ingredients such as quinoa, pistachio and sweet lime, as well as macadamia, monoï and hazelnut oils. They do not contain sodium chloride, sulfate, parabens or artificial colorants in their composition and claim to look after the hair without damaging the strands.

The new products are split into eight new lines, which were created to meet the needs of each hair type. The have also been given upbeat names: Cabelo seco, nem pensar (“Dry hair, don’t even think about it”) for dry hair; Curvas a mais (“More curves”) for curly hair; Firme e forte (“Firm and strong”) for weak and brittle hair; Limpo, leve e solto (“Clean, light and loose”) for oily and combination hair; Liso e lindo (“Straight and gorgeous”) for straight hair; Mais cor, por favor! (“More color, please!”) for colored hair; Reabilitação já! (“Rehab now!”) for chemically-treated and damaged strands; and Volume de dar inveja (“Volume to envy”) to add volume and structure to fine hair.

Éh!’s new ranges will be available throughout Brazil with a redesigned layout. The packaging has gained exclusive shapes and lively colors, a new version of the brand logo and botanical illustrations, with a highlight to the main active ingredients of each line. The recommended retail prices remain reasonable: from R$9.90 (leave-in product) to R$15.90 (hair mask).

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