Though it’s been in business for over 50 years, Luster Products is not afraid to evolve their business to include the products that their discerning customer desires. The Luster’s YOU® Be-Natural™ line was created for the consumer who wants natural products, free of chemicals like Parabens and sulfates. In this Inside the Brand feature, the Luster team shares details about a few of the products from this line, and gives tips for winter hair care.
The Luster family of products has been around for quite a long time. What spurred the decision to create the You Be Natural line of products?
Since 1957, Luster Products has been dedicated to creating quality products that meet the wants and needs of our consumers. The YOU® Be-Natural™ line was developed to meet the needs of consumers that desired products specifically designed for their natural hair.
How does the Luster’s You Be-Natural customer differ from the woman who buys Luster’s other products?
All Luster Product’s consumers are style conscious and care about the health of their hair. However, the Luster’s YOU® Be-Natural™ consumer may have a greater awareness of natural ingredients that they would like included in the products as well as ingredients that they don’t want in their products like sulfates and Parabens.
Our December subscribers are receiving deluxe sample sizes of your Tangle Me Knot Detangling Shampoo and Defrizz Define & Shine Serum. How can they use these products to maintain soft and healthy hair this winter?
During the winter it is important to help hair retain its moisture balance by hydrating the hair and sealing in the moisture. Luster’s YOU® Be-Natural™ Tangle Me Knot Detangling Shampoo is enriched with a potent blend of argan, jojoba and wheat germ oils and other beneficial ingredients. This sulfate free formula gently cleanses detangles and moisturizes the hair to create a foundation for optimal hair hydration.
The YOU® Be-Natural™ Defrizz Define & Shine Serum contains no mineral oil, petroleum or Parabens. This argan oil enriched product can be used to eliminate frizz and fly-a-ways, add shine and seal moisture in the hair.
In this age of social referral and online community building, how does Luster build a sense of community around the You Be Natural brand and products?
Luster Products utilizes social media to connect with the online community via Instagram, Twitter and Facebook (#youbenatural). In addition, we connect with the community in person at natural hair shows and YOU® Be-Natural™ Naturalista Beauty Nights. These events give our consumers an opportunity to receive pampering through mini makeovers, mini manicures and chair massages. They also have the opportunity to interact with one another, guest bloggers and Luster’s “Team Texture”, licensed cosmetologists with natural hair expertise to answer their hair care questions. The team also provides “edutainment” with a hair fashion show, demonstrations on models and dialogue with the audience. Consumers also receive product samples and purchase products. This event usually results in numerous positive referrals for our products. We visited 9 cities in 2014 and there will be more to come in 2015.
What protective style(s) or routine(s) would you recommend for naturals to guard their hair against the cold, dry winter air.
Protective styles can help hair to grow because you are not disturbing your natural hair. Braids, weaves, crochet weaves and curly wigs are recommended protective trend styles for the winter. Buns, made with synthetic hair or synthetic Marley hair, are also very popular options during the holiday season. You can refresh the look of the protective styles with a lightweight serum to eliminate frizz and add shine with no buildup or use a curl spray for curly hair wigs and weaves. While wearing protective styles it is very important to care for your natural hair.
In winter months, hair can become dry because of a lack of moisture in the air. It is important to hydrate and moisturize both the hair and scalp to combat dry air in the winter. Your protective hair care routine should include cleansing with a moisturizing shampoo to remove product build-up from the hair and scalp. Follow with a conditioner to help add strength and moisture. Lubricate and nourish the scalp with Luster’s YOU® Be-Natural™ Scalp Soother Ointment which includes a potent blend of olive oil, cocoa butter, Shea butter & vitamin E and other natural ingredients to help promote a healthy scalp or use your favorite lightweight natural oil. Moisturize the hair with a hair lotion or natural oil. In addition, you should wear a silk or satin scarf or bonnet to protect hair from wool hats, which can cause breakage.