New Color-safe ECO-CARE System Debuts on August 9th LOS ANGELES, Aug. 6 /PRNewswire/ -- Pioneering Hollywood hair stylist Steve Lococo, veteran of the TV makeover circuit, today announced the air dates of his inaugural appearance on ShopNBC (SNBC). Lococo will introduce his new color-safe hair care product system, Eco-Care, on Sunday, August 9 with live broadcasts across the country. Eco-Care will air on Sunday, August 9 at Midnight, 8am, 4pm, 7pm & 10pm (ET). Additional dates will be announced. Viewers should check their local listings. During the shows, Lococo will introduce his three-product Eco-Care system, formulated with "nano technology." Sulfate, paraben and sodium chloride-free, the color-safe system locks in color and shine, leaving hair feeling and looking rich and luxurious. The three products included in the launch are: Eco-Wash, Eco-Conditioner, and Eco-Mousse. -- ECO-WASH is an incredibly rich shampoo that locks in color and shine. -- ECO-CONDITIONER helps rebuild intricate hair fibers for a healthier, more manageable look and feel. -- ECO-MOUSSE can be used on wet or dry hair for volume, hold, and manageability. Totally weightless, the patent-pending formula works well on dimensional color and on fine, color-treated hair. "Eco-Care is all about our unique delivery system that allows controlled use and distribution of the products," said Lococo. "Eco-Mousse is really exciting! The trick with this product is to emulsify a dime-size amount between your hands before application. This allows the key ingredients to activate. When hands turn white, it's ready to apply!" "Sulfates--absent from Eco-Wash but found in most shampoos on the market--are harsh detergents that lather quickly, but also strip the hair of its natural oils and moisture, causing color to fade," he explained. " Parabens, also absent from Eco-Care products, are waxes that coat the hair creating a dull, faded look." Eco-Care is formulated with "nano technology" to dramatically reduce the size of the ingredient molecules, making the product more efficient. The molecules expand when they hit the air. A 7-oz. bottle of Eco-Wash will provide the same number of shampoos as four regular 8-oz. bottles. Plus, only a quarter-sized amount is needed. Lococo's signature product, Eco-Mousse, which comes in a 2-oz. bottle, provides the same number of usages as an 8-oz. aerosol mousse. It is environmentally friendly, efficient, cost-effective, and contains no alcohol, which can dry the hair. Only a dime-sized amount is needed. This tiny amount activates and expands when rubbed between the hands. The product, which can be used on wet or dry hair, is lightweight, won't weigh down the hair, and can be refreshed with a little water. Lococo is thrilled to be able to introduce Eco-Care to the nation on ShopNBC. "Hair care requires education, and ShopNBC will let me educate their viewers about how and why these products work. There is no better product educational forum than this exclusive distribution outlet that is committed to bringing only the best of the best to the consumer," he said. "ECO-CARE is a unique concept with the potential to become a major brand for us, and Steve Lococo has the experience, expertise, and personality to educate our viewers about it," said Donna Tarantino-Loyle, ShopNBC's Director of Health and Beauty. "The green movement is here to stay in the beauty industry, and ECO-CARE is right on trend. Our customers will absolutely love this line!" Steve Lococo knows hair from the inside out and he has the career to prove it. As co-owner and style director of Borrelli Salons in Beverly Hills and West Hollywood, California, he has been cutting, coloring, and styling hair for more than 20 years and has a business characterized by a loyal clientele. Lococo oversees more than 30 stylists, aestheticians, and manicurists in his two salons. He created the products in the Steve Lococo Eco-Care line to make his clients' lives easier. "I think caring for the hair on a daily basis is as important as getting the right cut and color. Using great products makes people feel they are doing something good for themselves. It's rewarding to hear someone say 'I really look good.' It's empowering to help people feel better about themselves," Lococo explained. Makeovers are nothing new to Lococo. He has appeared numerous times on ABC's Extreme Makeover, Dr. 90210, How Do I Look?, E!, TV Guide Channel, USA Network's BEFORE & AFTER'noon Movies, Lifetime's Head2Toe, and KTLA Morning News. His work has been seen on Dr. Phil, The Tyra Banks Show, and Good Day L.A, and in countless print publications and he has become a backstage fixture at many Hollywood Red Carpet events. For more information, visit http://www.stevelococo.com/. About ShopNBC ShopNBC is a multi-channel electronic retailer operating with a premium lifestyle brand. The shopping network reaches 73 million homes in the United States via cable and satellite television: DISH Network channels 134 and 228; DIRECTV channel 316. Programming is also streamed live on the web at http://www.shopnbc.tv/. Its companion Internet site, http://www.shopnbc.com/, is recognized as a top e-commerce site. ShopNBC is owned and operated by ValueVision Media (NASDAQ:VVTV). DATASOURCE: Steve Lococo CONTACT: Katy Sweet & Associates, Inc., +1-323-852-0772, , for Steve Lococo Web Site: http://www.stevelococo.com/

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