The range has been developed to give consumers with wavy hair a manageable solution to straightening dilemmas, which occur when ironing hair on a regular, day-to-day basis. Beiersdorf undertook a three-year development plan, using Nivea R&D specialists to help create the new Straight & Easy hair care line. According to the company the straightening product range, that includes a conditioner and shampoo, effectively creates a straightening action due to a combination of silicone oils, with natural babassu and magnolia extracts. After using the products the hair is said to stay straight until the next wash, allowing consumers to choose the length of time they have their desired hairstyle for. Creating a new product line that falls in with the season's most sought after hair trend highlights Beiersdorf's aim to become the number one leader in not only skin care but also in the hair care business. The company acquired C-Bons, a personal care company in China earlier this year and is expected to invest in its hair care and hair styling business in a bid to expand further in the hair care market, and in China - an economy pitted to become the world's most dynamic over the next five years. By expanding its hair care range the company is developing its presence further into a hair care market that is predominately dominated by giants such as L'Oreal. Beiersdorf, which makes Nivea, is currently the leading brand in skin care, with the company reiterating a statement earlier this year that it intended to make China, India, Brazil and Eastern Europe a prime focus for sales growth. The surge in company sales show that both male and female consumers are becoming increasingly aware of the products, with ACNeilson data stating Nivea Visage gained a market share of 7.8 per cent, achieving fourth position - which is expected move to third soon. Nivea For Men is leading the sales boom, with a market share of 24.2 per cent, surpassing competitors such as Biore and L'Oreal Men Expert range to take the number one spot. Beiersdorf has invested substantial amounts in the development of the two brands in recent years, anticipating consumer interest in such products and market trends at an early stage.