KMS California is Turning Heads with New Hair Products, New Technology

KMS California is summing up its new identity as "a new fusion of technology and nature."

First, KMS California has developed a new blended surfectant system for their shampoos that provides a luxurious feel with a creamy, rich foam and amazing fragrances. This brings KMS squarely into the "multi-sensory experience" niche that is driving salon and spa business.

Second, KMS has found a better way to get hair care actives where they need to go in the hair shaft itself. "Inside Out Perfecting System", or IOPS, is a powerful nutrient delivery system that allows the reconstructive and conditioning agents to penetrate deep into the hair. Fused with native natural ingredients and high-performing support ingredients which work harmoniously to reveal more vibrant and healthier looking hair - from the inside out. Take a look at the educational video at www.kmscalifornia.com.

Headremedy, KMS California's new range for specific hair and scalp problems combines the advances listed above, plus natural botanicals that provide even more benefit to scalp and hair.

The "rosemary fennel" combination helps soothe itching and provides antibacterial benefits to the scalp. "Sage pear" assists in cleansing chlorine, oils and product build up from hair. Finally, the "olive chamomile" combination calms the scalp and provides gently conditioning to the hair.

KMS California generated quite a lot of excitement with its "I am KMS California" North American casting call launched by Warschawski public relations firm. In April, six models were chosen from hundreds of applicants, and 18 finalists. Each of the six models were awarded a year's supply of each of KMS's 9 sublines and have been featured in KMS California's marketing campaigns.

"At KMS California, we give individuals the freedom to express themselves by providing them with the tools they need to showcase their versatile personalities and define what beauty is for themselves," commented Andrew Biazis, president and CEO of KPSS, Inc. North America. "This casting call is a unique opportunity for multi-faceted individuals to express themselves and make KMS California a part of their everyday lifestyle."

The six winners represent just the sort of diversity KMS was looking for.

- Two of the winners are Toronto residents Janine Ann, and Marie Nicola.
- Tanya Hart, is from Dover, NH.
- John "Giovanni" Preziuso is from Buffalo, New York.
- Christopher Scott is the only Californian, a musician from Long Beach.
- Jordan DeLong is from Bowling Green, Ohio.
- Eric Wells comes from Haysville Kansas.

The brand was due for an update as it hadn't been revamped since Kao purchased it in 2002. The new "California Concept" is doing well, capitalizing on shows like "The O.C." which exemplify the diverse, relaxed yet fashion forward market California is famous for. Kao's relaunch of KMS California, its launch of Jergens Natural Glow line and its strengthening of Goldwell's color enhancement products have been driving Kao's success this past year.

See Reza Imagery's Promotional piece for KMS here:
http://www.rezaimagery.com/work/work_01.html

More videos and information can be found at: www.kmscalifornia.com.