SOFN'FREE'S NOTHING BUT QUOTABLE HANG TAGS SPEAK TO FEMALE SHOPPERS Each hang tag features an expert's nod of approval for one of seven Nothing But products.

  Has a product ever spoken to you from a store shelf? Said the just the right thing to make you want to buy it?

M&M Products Company, maker of Sofn'free Nothing But hair care, believes in the power of words and puts them to print on colorful hang tags beginning February 2013. Each hangtag features an expert's nod of approval for one of seven Nothing But products. Products featuring quotable hang tags will be distributed to every store that carries Nothing But products, including all Sally Beauty Supply, and select Wal-Mart, Kroger, Rite Aid, and independent beauty supply stores nationwide. Additional qualified retailers striving to generate "hair talk" in their aisles are eligible to carry the line with the new tags. Tagged products will remain on shelves for a limited time.

Among the quoted expert sources is Real Health, the leading health magazine for African Americans; Essence.com's online Beauty Editor Nicole Melton; celebrity natural-hair stylist Felicia Leatherwood; and natural hair and scalp expert Dr. Kari Williams. Popular beauty bloggers from Lexi With The Curls, Hairscapades, and Toyaboo Tresses on YouTube also give Nothing But kudos with their own quotations.

"When a natural-hair stylist the caliber of Felicia Leatherwood designates your product as one of the best in its category, it's an honor worth touting," said M&M's Marketing Director Sue Silva of Nothing But Clarify Shampoo and its top rating on Leatherwood's Loving Your Hair With Natural Care website. "Translating her praises into to a hang tag at the retail level allows Felicia to start the conversation about us with the shopper." Each product has its own hang tag, but in the case of Nothing But Clarifying Shampoo, there are two: one referencing Leatherwood, and the other, Essence.com. "We're so proud of earning a nod from both that we couldn't give up one over the other," said Silva.

Hang tag copy for all seven products consists of:

Intense Healing Mask "Stuff We Love" - Real Health magazine

Clarifying Shampoo (version A) "It is not only great for getting rid of chlorine buildup, but it's also ideal for anytime hair feels weighed down." - Nicole Melton, Beauty Editor, Essence.com

Clarifying Shampoo (version B) "One of the Best Clarifying Shampoos" - Felicia Leatherwood, Celebrity Stylist, Loving Your Hair with Natural Care

Cleansing Conditioner "A great product for detangling hair" - Dr. Kari Williams, Trichologist, DrKariWilliams.com

Wake Up Spray "This and the Pure Pudding are the bomb dot com!" - LaToya Codner, ToyabooTresses, YouTube

Pure Pudding "This and the Curl Wake Up Spray are the bomb dot com!" - LaToya Codner, ToyabooTresses, YouTube

Mold & Hold "This is a keeper! It's very effective." -Shelli A. Gillis, Hairscapades.com

Curl Sealer "I use this with the Curl Wake Up Spray and Pure Pudding for a twist-out. My hair is defined and feels great!" - Lexi Felder, LexiWithTheCurls.com

Launched by M&M Products Company in early 2012, the Nothing But product line is Sofn'free's response to women with naturally curly hair who told the industry that they want affordable and effective products made without certain ingredients. Creating the Nothing But line required extensive research and testing to identify healthy and stable substitutes. Each tweak to a formula needed to ensure that the product maintained efficacy or even improved the efficacy, as in the case of Nothing But's no-flake, no-crunch Pure Pudding defining pudding. On the front of each product label is Nothing But's "no" list: no petrolatum, mineral oil, sulfates, parabens, colorants or phthalates, a notable point of difference in the hair-care category. For further information and easily accessible hair-care advice, visit www.NothingButHairCare.com and its social media channels on Facebook, YouTube and Twitter.