Zerreau Towel-Off Shampoo - Creating a Revolution in Afro Hair Care

Zerreau is a towel-off shampoo that allows brown beauties to dry their hair without having to rinse it off. It contains the cleaning power of a traditional wet shampoo but with all the convenience of a dry shampoo. Jess Efford, the lady behind the brand took a few minutes out to tell me about Zerreau

 What is the concept behind Towel Off?

There are many powder sprays and gels out there but we wanted to bring the next generation of washing to the market. Not masking dirt until you can shower, but really cleansing your skin and hair. Thus we formulated kind and gentle liquids that are water based and suitable for all hair types. Our unique solution lifts the dirt, sweat, grease etc.. into the solution, which needs to be towelled off, leaving hair beautifully soft and clean. So by naming the product Towel Off (we hope) it ensures people use the product properly. If you do not towel off, the product will dry back into your scalp and you are just as dirty as you were before.

How does "Towel Off" Shampoo work?

Start by sectioning your hair. Apply the foam directly to the roots, massage in (which lifts the dirt into the soapy solution) then remove by thoroughly towel drying. That’s it; dirt and grease are removed with the towel, leaving soft, beautifully clean hair Your hair will get wet, but no rinsing is required and you can style as normal afterwards.Perfect for box braids, if you have a fly braid and want to hold on a few more days, or just wearing your hair out and not worry about getting something spilt on it.

What sort of research did you do to find out what sort of hair product your customers wanted to buy?

We did a survey with 10,000 people who used Zerreau and gave us valuable feedback. We found that afro hair was excluded with other types of quick fixes. People want a foam so it doesn't drip everywhere and that they would buy such a revolution.

How did you decide on the look and feel of the brand?

Market research, many hours of different designs and taking it to the streets, as well as a great facebook beauty fanatic group called "Get the Gloss". Once we had narrowed the designs down, we put those concepts to the 10,000 people.

What are your future plans for Towel Off?

Expand with more fragrances and exclusively you can be the first to know that we are launching a creamy "towel off" body foam that saves you getting in the bath.

Zerreau Towel-Off Shampoo is priced at £5.99 and is available to buy in Superdrug

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