Diverse News 2007®

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Black Women Continue to Set Hair Fashion Trends
    WEST BRIDGEWATER, Mass., /PRNewswire/ -- Nothing can boost a
woman's self-confidence and attitude more than wearing the hair she always
dreamed of but never thought she could have.
    Whether she wants to look sophisticated, sassy, businesslike or casual,
she can achieve a natural look with wigs, hairpieces or hair extensions
from Especially Yours(R).
    Especially Yours(R), a division of Specialty Catalog Corp., the leading
company in direct marketing of wigs and hairpieces for black women, has
announced an exclusive U.S. and Canada licensing agreement with Simi Belo,
inventor of the revolutionary NewHair(R) natural-looking hair wear.
Especially Yours(R) has also launched a direct response television campaign
targeted to black women.

    "Today's time-challenged, over-scheduled woman is looking for
versatility without sacrificing glamour," said Jessie Bourneuf, president
of Specialty Catalog Direct. "Once considered the domain of grandmothers
and women with medical hair loss, today's wigs, hairpieces and hair
extensions are giving women all across America the freedom to unleash their
true inner beauty while at the same time, eliminating bad hair days."
    "Celebrities such as Beyonce, Paris Hilton, Tyra Banks, Madonna, Halle
Berry and Celine Dion utilize wigs, hair extensions and hairpieces to help
ensure that they always have beautiful hair, day in and day out," Bourneuf
stated. "For the average consumer who wants to update her look or change
her hairstyle for the summer or fall without damaging her own natural hair,
she too can glam up her look with a wig, hairpiece or hair extensions."
    Wigs are an essential beauty item for many black women. Although
African- American women comprise only 13 percent of the total female
population in the United States, they purchase more than 50 percent of all
retail wigs, weaves and hairpieces sold to women. Catalog and online sales
of wigs, hairpieces and hair extensions are growing exponentially. Thirty
percent of African-American women prefer purchasing their wigs from
catalogs.
    "Black women wear wigs as fashion accessories and as time-savers, as
well as to give their hair a rest from the treatments required to help
manage their hair," Bourneuf said. "Sales of wigs are growing as more and
more women seek to supplement their beauty arsenal with the right wig,
hairpiece or hair extensions".
    "There are many looks and many types of wigs, hairpieces and hair
extensions to choose from," Bourneuf added. "Especially Yours(R) and
Specialty Catalog Corp. can give you advice, teach you what's hot and help
you choose the styles and looks that are right for you."
    VERSATILITY OF STYLES
    Specialty Catalog Corp. wigs come in all styles, textures, colors and
blends to accommodate every woman's taste, mood and style.
    Full Coverage Wigs: Everything from bob to a shoulder length, with or
without bangs, in both synthetic and human hair.
    Half Wigs: For women who don't want a full wig, half wigs allow them to
blend their natural hair with a wig for volume and/or length.
    Falls: For women who want to sport their natural hair at the front of
their heads, falls offer incredible versatility. They can be worn as a pony
tail, stylish flip, curls or a simple to-the-shoulder look.
    WHAT'S HOT
    Lace wigs: A very unique wig built on a sheer lace cap. The key feature
is naturalness of the hairline. A lace wig, even when the hair is parted,
looks incredibly natural, as if the hair is growing right out of the scalp.
    Celebrity wig lines: Diahann Carroll, Brandy, Naomi Sims.
    Styles: Bobs, bangs and buns are back in style; highlights and color
blends are also very popular.
    Ethnic women: NewHair(R) is a revolutionary hair extension invention
for African-American women that is taking the hairdressing industry by
storm. The technology is seamless and looks so natural that it is virtually
impossible to tell where one's own hair ends and NewHair(R) begins.
NewHair(R) was created by Simi Belo, a black woman from the United Kingdom
who now lives in Atlanta.

    THE ADVANTAGES OF A WIG, HAIRPIECE OR EXTENSIONS
    1.  Speed - It takes seconds to attach or remove;
    2.  Saves Money - Because it is paid for only once, can be used again and
        again, even if it has been cut and styled; and can last for years;
    3.  Flexibility - It can be removed at night to let your real hair and
        scalp breathe; and
    4.  Easy maintenance - Once the wig has been removed, the real hair can be
        loosened anytime for thorough washing and, of course, the wig itself
        can be washed.
    TIPS FROM THE EXPERT
    According to Especially Yours(R) and Specialty Catalog Corp., there are
three fundamental elements to wearing wigs, hairpieces and extensions well:
proper selection, proper styling and good maintenance.
    Specialty Catalog Corp. offers the following advice:

    - Select products according to the look you want: Do you want to add
      volume to your current hairstyle? Or are you after long and glamorous
      locks? Do you simply feel like adding a splash of color? Perhaps you
      want a totally new look! Different products offer different benefits.
      For example, full, traditional wigs and NewHair(R) can deliver a whole
      new you while clip-in extensions and ponytails allow you to add that
      extra length or color exactly where you need it.
    - Select the type of hair based on your lifestyle: If you plan on wearing
      a wig, hair piece or extensions every day, you should invest in a human
      hair style. It is the most versatile and natural in appearance, and can
      be styled and totally customized. Synthetic hair is best for the woman
      on the go who needs a quick change and wants ready-made hair or a ready-
      made style.

    - Have an option for each mood: Not sure what look you will want or need
      next? Don't limit yourself to just one wig or fall! Enjoy a selection
      that covers all possibilities - a full, traditional wig or a NewHair(R)
      wig for a total makeover; a bun for up-dos and elegant evening
      functions; and clip-on pieces for quick highlights, and so on!
    - Choose colors that complement and enhance your skin tone: Look for color
      variation and tone when making a selection.
    - Style your hair: Play with your wigs, hairpieces or extensions as if
      they are your own hair ... ..after all, when they are on your head, they
      are your own hair! Synthetic hair products are already styled for your
      ease and convenience, so make sure you choose the style you are after.
      Then just smooth the hair down or finger-style it often to maintain the
      look. Human hair products, however, can be cut and tailored into
      whatever style you like!
    - Let your scalp breathe: It is important to maintain your own scalp and
      hair while wearing wigs, hairpieces and extensions. Purchase a wig with
      a thin, airy cap that will allow your scalp to breathe. Remove and
      reapply your clip-in extensions, half wigs and falls frequently.
    - Proper storage: Keep your wig fresh by storing it on a Styrofoam(R) wig
      stand. Always buy a stand that is smaller than your head, so the wig
      doesn't stretch. Stretching will cause it to lose its shape. NewHair(R),
      falls, half wigs, and clip-in extensions should be wrapped in protective
      nets and stored flat.
    - Keep your wig clean: Shampoo and condition it every two weeks.
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