The New "flat" Series for More Manageable Hair

"flat" is a new series that makes hair more manageable by addressing the internal structure of frizzy, wavy hair. Its "loosening ingredient*1" penetrates the hair's interior. When heat from a dryer or iron is applied, it softens the hair from within, making it easier to manage and style. This "loosening ingredient*1" is incorporated into the "Frizz & Wave Maintenance Treatment" and the "Frizz & Wave Loosening Serum."
Furthermore, our research into hair has revealed that individuals with frizzy, wavy hair tend to experience a feeling of stiffness. The "flat" "Frizz & Wave Maintenance Shampoo" contains a "stiffness-removing ingredient (succinic acid*2)" that cleanses calcium from within the hair, a cause of stiffness. It removes the cause of hair stiffness, leaving it smooth and manageable.
*1 Styling ingredient (Isostearyl Glyceryl) that softens hair when heat is applied, making it more manageable.
*2 Succinic acid, Ammonium Laureth Sulfate
"flat" aims to reduce the effort and time spent on styling by making frizzy, wavy hair more manageable with every use,
providing a stable finish, and offering more ease in daily life and mood.

Launch Date / Region
October 19, 2019 / Nationwide
*Pre-orders available at select retailers and online shops starting August 5, 2019.

Individual Features
Frizz & Wave Maintenance Shampoo
Cleanses calcium from within the hair, a cause of stiffness, for smooth, manageable hair.
● Contains stiffness-removing ingredient (succinic acid*2)
● Two types: Moist & Moist (for styles that stay put to the ends) and Volume Down (for styles that are naturally smooth and resist frizz).
● Refreshing floral scent that lifts your mood.
*2 Succinic acid, Ammonium Laureth Sulfate

Frizz & Wave Maintenance Treatment
Softens hair from within with the heat of your dryer or iron. For smooth, manageable hair.
● Contains loosening ingredient*1
● Contains damage-repairing ingredient (lactic acid)
● Two types: Moist & Moist (for styles that stay put to the ends) and Volume Down (for styles that are naturally smooth and resist frizz).
● Refreshing floral scent that lifts your mood.
*1 Styling ingredient (Isostearyl Glyceryl) that softens hair when heat is applied, making it more manageable.

Frizz & Wave Loosening Serum
A special beauty serum for hair.
Achieve your desired hair, 365 days a year.
● Contains loosening ingredient*1
● After towel-drying, apply evenly from roots to ends
on damp hair,
and dry thoroughly while gently stretching.
While you sleep, the loosening ingredient*1 penetrates deep into the hair,
and the heat from your iron or dryer softens the hair's interior,
making it more manageable.
● Hair treatment (no-rinse type)
● Contains damage-repairing ingredient (lactic acid)
● Relaxing white floral scent.
*1 Styling ingredient (Isostearyl Glyceryl) that softens hair when heat is applied, making it more manageable.