Godrej Professional, a professional hair brand with products in hair care, colour, styling and keratin from Godrej Consumer Products Limited (GCPL), and actress Hansika Motwani, has collaborated for Kerasmooth, an intense protein reconstruction keratin treatment. The Godrej Professional Kerasmooth Keratin Treatment is an advanced formaldehyde-free formula that helps replenish the keratin in the hair. This ultimately transform wavy, curly or frizzy hair into shiny and smooth locks with long-lasting smoothened result.
While Keratin is made with natural ingredients, most of the products use a chemical called formaldehyde. There has been concerns around the health risks for both users as well as salonists when engaging in formaldehyde-based keratin treatments. To address these concerns of customers and salon professionals, Godrej Professional’s Kerasmooth is a unique formulation which is free of Formaldehyde and provides smooth and relaxed hair without any health risks or damage.
As part of this collaboration, Hansika worked with Godrej Professional to release a reel video on her Instagram profile that featured her experiencing Godrej Professional Kerasmooth Keratin Treatment herself. The video she highlighted how one can get relaxed hair for upto 6 months and do not show any demarcation line as hair grows. It shows how the treatment offers 98 % frizz control for upto 6 months*. It also helps with 100% retention of easily manageable hair**. Significantly reduces blow-dry time by making it fairly easy to maintain healthy hair. (*Based on expert panel study conducted on Damaged hair by external laboratory considering 10 washes per month ** Comb ability)
Commenting on the Godrej Professional Kerasmooth Protein Reconstruction Treatment, Neeraj Senguttuvan, Business Head, Godrej Professional, said, “Keratin hair treatments should not mean one should compromise on their health, which is why we have come up with Godrej Professional Kerasmooth Protein Reconstruction Treatment. We are proud to collaborate with Actress Hansika Motwani as she is an individual revered for her fashion and lifestyle statement. Through our collaboration with Hansika, we aim to spread awareness across geographies of our formaldehyde free keratin treatment developed with key ingredients and moisturizing agents. Godrej Professional Kerasmooth to revive hair, smoothen curls, and reduce volume with a brilliant healthy shine.”
Speaking on the association, actress Hansika Motwani, said, “I am very conscious about choosing products for hair care and treatment products. Just like how I care for my hair, my collaboration with Godrej Professional is to inspire people to use the rights products while opting for keratin hair treatment. Kerasmooth by Godrej Professional with its formaldehyde-free formula stands out in the beauty space. It reduces frizz and smoothens hair. Using Formaldehyde-free products is best to keep hair smooth, shiny and manageable for a long time”
Godrej Professional Kerasmooth formulation is enriched with moisturizing complex with ingredients like Panthenol, Shea Butter, Wheat Germ Oil and Hydrolyzed Keratin. All these moisturizing agents will help in adding moisture & lustre to hair while reconstructing hair fibres and retain moisture to prevent further hair destruction.
About Godrej Consumer Products Ltd:
Godrej Consumer Products is a leading emerging markets company. As part of the 125-year young Godrej Group, we are fortunate to have a proud legacy built on the strong values of trust, integrity, and respect for others. At the same time, we are growing fast and have exciting, ambitious aspirations.
Today, our Group enjoys the patronage of 1.15 billion consumers globally, across different businesses. We rank among the largest Household Insecticide and Hair Care players in emerging markets. In Household Insecticides, we are the leader in India, the second largest player in Indonesia and are expanding our footprint in Africa. We are the leader in serving the Hair Care needs of women of African descent, the number one player in Hair Colour in India and Sub-Saharan Africa, and among the leading players in Latin America. We rank number two in Soaps in India and are the number one player in Air Fresheners and Wet Tissues in Indonesia.
But for us, it is very important that besides our strong financial performance and innovative, much-loved products, we remain a good company. Approximately 23 per cent of the promoter holding in our Group is held in trusts that invest in the environment, health, and education. We are also bringing together our passion and purpose to make a difference through our 'Good & Green' approach to create a more inclusive and greener India.
At the heart of all of this, is our talented team. We take much pride in fostering an inspiring workplace, with an agile and high-performance culture. We are also deeply committed to recognising and valuing diversity across our teams.