The Biggest Void in the Cosmetic Market Has Just Been Filled

CINCINNATI, Feb. 5 /PRNewswire/ -- Did you know that 42 percent of hair color users stain their hairline while dying their hair? This happens to those who color their hair at professional salons and in the privacy of their own homes. There have been fifty years of hair coloring improvements without ever finding a good solution to color's effects on skin ... until now! Enter Repelle(TM) -- the biggest void in the cosmetic market has just been filled, making home and professional hair color care a whole lot cleaner!

Problem:

Fifty-four percent of women color their hair. Half of those do it exclusively at home, according to research cited in The Wall Street Journal. While many women have hopped on the home hair color bandwagon, 'dyeing' to be a blonde, brunette or redhead is still an ordeal. Whether you are a professional colorist or completely inexperienced, it's hard to escape staining the hairline and even harder to avoid irritating the skin. Women end up with hair dye on the edge of their face, neck and ears.

Solution:

Introducing new Repelle(TM) Skin Shield Wand-the ultimate hair color accessory. Repelle is the ONLY product in the consumer market that keeps color working where you want it ... on your hair, not your skin! Repelle's exclusive dual-action formula provides an invisible barrier protecting skin from harsh hair color chemical stains while keeping skin clean and soft!

  99.7 Percent Active Barrier Ingredients:
   * Shea butter provides moisturizing and ultra hydrating
     properties
   * Contains the anti-oxidant Vitamin E which scavenges free
     radicals and helps protect the skin from oxidative dyes
   * Aloe contains numerous vitamins and minerals, enzymes,
     amino acids, natural sugars and agents which is known to
     have healing and anti-microbial properties
   * Pretectin-22(TM), a derivative of rapeseed oil, ionically
     repels positively charged hair color dyes

  Product Highlights:
   * Repelle's revolutionary wand makes application easy
   * Repelle delivers a higher concentration of barrier
     ingredients

  Recommendations for Use:

Before using hair dye, apply Repelle as needed to the skin along the hairline, ears, neck, eyebrows or mustache. Avoid getting product on hair. After the treatment, wipe off excess dye and Repelle as needed-leaving skin clean and moisturized.

Suggested Retail Price:

Repelle Skin Shield Wand will retail for $4.99 and will be available at Walgreens, http://www.walgreens.com/, and through salon professionals in February 2007.

ABOUT INGENUITY PRODUCTS, LLC

Ingenuity Products, LLC is a new Cincinnati-based company formed to launch innovative new health and beauty aids products in niche areas, created by Jeffrey Goldstein and Dave Tubesing. Goldstein is a brand marketer, inventor, founder and is President of Ingenuity Products, LLC. Goldstein has helped market and grow some of America's best known brands: Pepto-Bismol(R), Scope(R), Crest(R), Allegra(R), Rubbermaid(R) and more. With nearly two decades of experience in the health & beauty business, Goldstein has consistently brought an innovative approach backed by digging deeply to find what consumers want. Tubesing is VP of Innovation and Operations, and prior to Ingenuity Products LLC worked for 27 years in product development and purchasing at The Andrew Jergens Company and Kao Brands which acquired Jergens. The company is also aided by three former P&G Vice Presidents. To learn more, please contact Melissa Kelz at Behrman Communications. 212.986.7000, extension 139.

Pepto-Bismol(R), Scope(R) and Crest(R) are registered trademarks of the Procter & Gamble Company. Allegra(R) is a registered trademark of Aventis Inc. Rubbermaid(R) is a registered trademark of Rubbermaid Incorporated.