A company called Baka Beauty has recently released the "original" all natural hair relaxing. Marketed in a similar way as other hair relaxers ("NATURAL-LAXER MIX is safe for home application and is an excellent alternative for young black, ethnic, or bi-racial children,"), it also comments fairly vaguely that it is not meant to chemically change a person's hair, and is simply to help control unmanageable hair ("This unique blend when mixed with Natural-Laxer Rose Water and applied to the hair has an amazing effect on the health and condition of the hair and skin."). While not actually saying what the product does, it effectively explains to us that it is all natural, eco-friendly, green, and chemical-free. The company also lists the six ingredients, including various herbs and even clay.
It is understandable that a company would want to promote a truly all natural hair relaxer, because so many fake products have been on the market of chemical free hair relaxing (see this website: Fresh Look Hair). Another website promoting Baka's Natural-Laxer and selling other hair products hypes up the remedy of clay and herbs by claiming it to be "ancient." They say "Natural-Laxer Plus is a all natural blend of sun dried exotic herbs. When mixed with Sahara Clay and hot water and applied to the hair and skin, it produces miraculous results. This ancient herbal secret has been used dating back to the pharaohs," (Treasured Locks). This is a brilliant tool to remind the consumer how old the hair fix is, and even how regal it was in Egypt. With no reason to disbelieve these claims (I mean, the product is made with myrrh & fenugreek, after all!), consumers are coerced into buying the product.
I'm not sure how popular this one in particular is, but it is a perfect example of the tools companies use to sell their green products to the new market of conscious consumers.
This is an interesting marketing strategy especially considering the movement among young black woment to embrace natural hair. The debate between natural and chemically treated curls has become quite polarized lately: I have read articles claiming natural hair is the new light skin. (I.e. those who choose not to relax their hair are self righteous and some how less African American.) This campaign you cite is not only a focus on the green consumer, but it seems to be nicely wedging the product in between these arguments.
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