Águas do Rio Express Straightening

09/02/2024

Águas do Rio combines authentic Brazilian craftsmanship and ethically sourced Amazonian bioactive to offer cutting-edge hair technology at a competitive price. The formula balances high-end innovation with accessibility, making it an ideal choice for mid-to-high-income consumers seeking salon-quality results without premium cost. The strategy behind the Águas do Rio introduction is targeting prestige salons and trendsetting professionals who’ll behave as new-generation ambassadors. Creating an international influence team who’ll advocate beyond the product, for market evolution and leave the harmful techniques in the past.

Inspired by Brazil’s vibrant waters, Águas do Rio embodies speed, power, and transformation. Named after the natural beauty of Rio de Janeiro, this breakthrough liquid formula redefines hair straightening—zero waiting time, no rinsing, and ultra-fast results. Developed through social listening, it meets the demand for time-saving salon treatments without compromising performance. As the first Glyoxylic Acid-Free and Vegan Society-certified formula of its kind, Águas do Rio is setting new standards in professional hair care. Already a global success, it proves that innovation and efficiency can go hand in hand

Águas do Rio is the product of a transformative era in hair care, where safety, performance, and innovation are at the forefront. After years of market saturation with harmful, low-quality formulas, BSH redefines hair straightening by introducing a pioneering, safe formula trusted by top salons and distributors worldwide. What sets Águas do Rio apart is its use of ionized biopolymers—the first-ever technology that uses electro-charged amino acids to destabilize ionic bonds within the keratin chain, resulting in covalent connections that transform the hair fiber without damage. This innovative process is paired with a liquid spray format, allowing for deeper penetration, faster application, and elimination of pause time and rinsing. Additionally, Águas do Rio stands out with its authorial artistic design, featuring exclusive digital illustrations inspired by Rio’s iconic Ipanema Beach, merging Brazilian cultural richness with high-tech beauty. This focus on efficiency, safety, and luxury makes Águas do Rio a revolutionary step forward in the straightening segment—delivering silky, frizz-free hair for up to 4 months with less product and time.

• Ultra sleek results Straight frizz free and smooth hair for up to 4 months • First of its kind Glyoxylic Acid Free Vegan Society certified formula with dermatologically tested safety • Advanced technology Powered by Ionized Biopolymers and natural proteins from onion corn for deep fiber reconstruction • Deep nourishment Enriched with coconut water for ion vitamin replenishment C B5 • Express performance No waiting time no rinsing—instant transformation • Easy efficient Spray formula penetrates faster for seamless application reducing stylist effort • Stronger lighter Maximum straightening power for resistant hair with a weightless finish and natural movement •

A professional hair straightening liquid treatment which is billed as the first to be formulated without glycolic acid, with the formula vegan-certified too. The formula has been developed drawing on intelligence from social listening and offers hair straightening with no waiting time and no rinsing. The formula is distinguished by its use of ionized biopolymers, a technology that uses electro-charged amino acids that, when associated with heat, destabilize ionic bonds within the hair’s keratin chain, resulting in covalent connections that transform the hair fiber without damage. Its ingredients also include natural proteins from onion corn to repair the hair fibers and coconut water for vitamin replenishment. The product is presented in a liquid spray format, allowing for deeper penetration and faster application. After use, the hair is left straight and frizz-free for up to four months.

Águas do Rio proudly stands as the first keratin brand to receive official Vegan Certification from the Vegan Society, a globally recognized authority on vegan products. This prestigious certification ensures that the product is free from animal-derived ingredients and GMOs, earning the trust of conscientious consumers worldwide. To obtain this certification, BSH underwent a thorough evaluation of the entire production chain, from sourcing to packaging, ensuring strict compliance with ethical and vegan standards. In addition to its Vegan certification, Águas do Rio demonstrates a strong commitment to eco-conscious principles. The product's packaging includes biodegradable bottles certified with the “Go Green P-life” label and FSC-certified paper boxes, sourced from sustainably reforested areas, minimizing plastic waste and carbon footprint. All Águas do Rio products, along with the entire BSH range, are also registered with the CPNP portal and have undergone comprehensive Safety Assessment by Cosmeservice, an EU-approved laboratory, ensuring safety and compliance with European regulations. BSH’s dedication to ethical, sustainable, and safe beauty solutions empowers a new generation of consumers seeking products that align with their values and contribute to a healthier planet.

BSH creates immersive brand experiences that encourage sharing on social media, expanding the content reach and taking advantage of the strong made-in effect associated with Brazilian top-quality products. We also bring the experience of our folklore with a personalized ribbon that in the individual packaging has a double function as a tag holder. It should be worn as a bracelet attached with 3 knots representing 3 wishes that come true when the ribbon is torn. Our branding strategy is to connect the consumer to the stress-free Brazilian lifestyle and flight the user to a wonderful vacation time in Brazil. This is why all marketing actions are based on immersive cultural experiences that bring carnival and tropical energy anywhere. This why we created the: Brasill Happy Hour Experience. It brings out the green and yellow colors and tropical carnival decorations. It encourages over-sharing on social media increasing communication reach while creating immersive deeper emotional connections and stronger customer loyalty. All will be translated into higher conversion rates and a deeper community sense. This positive brand interaction creates deeper emotional connections and stronger customer loyalty that increases conversion rates. Our merchandising set that reflects the culture and Brazilian beauty covers, at the same time, professional stores and salons, providing maximum product exposure without additional floor space or store layout modifications. By incorporating creative themes, colors, and designs, retailers can make their showcases stand out and draw customers into the store. Endcap displays ensure efficient use of available retail space just by covering the existing structure with stickers. Temporary island: Strategic inventory management by promoting timely, relevant products and encouraging impulse buys. Tribeca display: composed of three-dimensional personalized sides and offers a 360º view of the products. Modular Cube display: 100% customizable solution categorizes all lines and makes them easily recognizable for shoppers. The cubes adapt themselves to any environment, from small salons to big event rooms.

Our Vegan Glyoxylic Acid Free formula combines the power of ionization to create a water resistant polymerized structure that repels humidity and makes your frizz free look last much longer This premium elixir blends Onion Extract Hydrolyzed Corn Protein and acidified amino acids associated with the heat the hotter the better create a straight hydrophobic polymerized structure repeals water The acid formulation releases H ions which charge up keratin’s amino acids promoting a temporary chemical reaction covalent on the saline bonds and turning them into ionized biopolymers This reaction forces them to interact with our acidified amino acids which attach part of the acid molecule to the hair’s keratin changing the hair s shape and characteristics Cruelty free officially Certified by the International Vegan Society with P Life Biodegradable bottles FSC certified paper to reduce environmental impact Inspired by Rio The artistic design celebrates Ipanema Beach with artisanal illustrated patterns reflecting Brazil’s natural beauty Launched successfully in multiple markets with outstanding salon and consumer feedback INCI AQUA CYSTEAMINE HCL GLYCERIN HYDROLYZED CORN PROTEIN PANTHENOL ORBIGNYA OLEIFERA SEED OIL COCOS NUCIFERA FRUIT JUICE ALLIUM CEPA BULB EXTRACT CYSTEINE HCL CETRIMONIUM CHLORIDE PARFUM ALCOHOL POTASSIUM SORBATE SODIUM BENZOATE HEXYL CINNAMAL LINALOOL LIMONENE

BSH’s Commitment to Sustainability, Ethical Practices, and Social Responsibility At BSH, social responsibility isn’t just a goal—it’s the foundation of our brand’s values. We strive to integrate environmental, social, and human goals into every project, creating products that are not only effective but also support a better tomorrow. Our mission goes beyond beauty; it is about empowering communities and preserving nature for future generations. We proudly partner with local Brazilian communities through our We Bridge initiative, helping them achieve sustainability goals while promoting the use of local, responsibly sourced ingredients. Our collaboration with the ribeirinhos, traditional Amazonian producers, fosters economic growth, enhances quality of life, and offers fair employment to these communities. One of our most notable partnerships is with Babaçu Nut Breakers (Quebradeiras), an all-women cooperative that plays a vital role in sustainable forest management. These women, dedicated to maintaining both their livelihood and the health of the Amazon rainforest, represent a shining example of ethical sourcing and social empowerment. BSH proudly carries the Vegan Certification from the Vegan Society, ensuring that our products are free of animal-derived ingredients and GMOs. This rigorous certification process evaluates every step of our production chain, from sourcing to packaging, assuring our customers of our commitment to ethical beauty. Our products are formulated with up to 98% natural ingredients, such as Babassu Oil and Coconut Water, ensuring both safety and environmental respect. We avoid parabens, artificial dyes, and mineral oils, using only the best and most sustainably sourced materials. Additionally, all products undergo extensive safety testing to ensure they are safe for both consumers and professionals. Our eco-conscious packaging speaks to our dedication to reducing plastic waste and carbon footprints. We utilize biodegradable bottles certified by Go Green P-life, and our boxes are made from FSC-certified paper, sourced from reforested areas, ensuring minimal impact on the environment. Through these commitments, BSH continues to lead the beauty industry by setting a high standard for ethical sourcing, sustainable practices, and social responsibility—all while delivering exceptional, safe products that enhance the lives of our consumers and support a healthier planet.

Águas do Rio Express Straightening is a revolutionary advancement in professional hair care, aligning perfectly with the evaluation criteria for its category by excelling in innovation, performance, sustainability, and market impact. 1. Innovation & Uniqueness Águas do Rio introduces the first-ever Glyoxylic Acid-Free, Vegan Society-certified liquid straightening formula, setting a new standard in the industry. It leverages ionized biopolymers—an electro-charged amino acid technology that restructures keratin bonds without damage, eliminating harmful chemicals traditionally used in straightening treatments. The spray application offers deeper penetration, instant transformation, and no rinsing or waiting time, redefining salon efficiency. 2. Performance & Effectiveness This groundbreaking formulation delivers ultra-sleek, frizz-free hair for up to 4 months. Powered by a blend of Onion Extract, Hydrolyzed Corn Protein, and Coconut Water, it provides deep fiber reconstruction, intense hydration, and a weightless finish. Unlike conventional methods, Águas do Rio reduces stylist effort, minimizes product usage by 50%, and enhances profitability while ensuring long-lasting results. 3. Sustainability & Ethical Commitment BSH’s commitment to sustainability is embedded in Águas do Rio’s development. The product is 100% cruelty-free and Vegan Society-certified, with a strict no parabens, no mineral oils, and no artificial dyes formulation. The eco-conscious packaging features biodegradable bottles (Go Green P-life certified) and FSC-certified paper sourced from reforested areas, significantly reducing the carbon footprint and plastic waste. Additionally, the multi-language QR code system minimizes the use of paper labels while improving accessibility and user experience. 4. Market Impact & Consumer Experience Launched successfully in multiple countries, Águas do Rio is redefining professional hair care worldwide. BSH’s “Brazilian-made” authenticity strengthens consumer trust, leveraging the Made-in-Brazil effect, which is synonymous with premium hair treatments. The immersive branding strategy, including cultural elements like the Brasill Happy Hour Experience, creates deep emotional connections, increasing brand loyalty and driving social media engagement. By balancing cutting-edge technology, salon performance, and sustainability, Águas do Rio is not just a product—it’s a new era of professional hair straightening, offering an efficient, ethical, and high-performance solution to the global beauty market.

Águas do Rio is exclusively dedicated to the professional market, ushering in a new era of hair transformation and setting trends, including in the Private Label sector, with multiple projects already underway in 2024. We focus on educational support for our partners, offering remote training via live webinars from Brazil and on-site workshops led by our technical team to ensure the success of our partners in every market. Currently, Águas do Rio is available in France, Belgium, Greece, Cyprus, Australia, New Zealand, Nepal, Madagascar, and Algeria. The brand has enjoyed tremendous success in these regions, with new orders secured following each launch event. As part of our internationalization plan, we are introducing multi-language support via QR codes on the packaging, making 20+ languages accessible through text, audio, and video formats. This approach not only enhances product value but also optimizes storage and transportation efficiency, reducing paper and plastic waste. This is in line with our sustainability philosophy and ensures accessibility across various regions. Looking ahead, we aim to continue expanding globally, making Águas do Rio available to new markets that seek premium, innovative, and sustainable beauty solutions.

Águas do Rio’s website and social channels are meticulously crafted to showcase the brand’s unique identity and professional expertise. The Instagram and YouTube platforms offer immersive experiences, blending product education, brand storytelling, and consumer engagement. Visuals from launch events, tutorials, and behind-the-scenes content highlight the product’s innovative technology and sustainability commitment. The curated content reflects Águas do Rio’s premium positioning, targeting professional beauty experts and conscious consumers alike. Through these channels, the brand communicates not just a product, but a lifestyle transformation, reinforcing its status as a global leader in sustainable beauty solutions.