Using ingredients extracted from seeds sourced in the Amazonian rain forests, it is a treatment that specifically targets the needs of dry or damaged hair - an area where more intensive and efficacious ingredients are often necessary.
The active ingredients include antocyanines flavonoids used as a potent natural antioxidant that help to both protect the hair from environmental exposure as well as to maintain the hair follicles' strenghth.
Other active ingredients include gama-oryzanol, an important natural antioxidizer to fight free radicals and reduce the associated drying out affect, together with omega-6 essential fatty acid with nutritious action and anti-inflammatory effect that protect and maintains hair follicle hydration.
Beraca claims that the compatibility of these natural components gives the formulation intense moisturizing, nutritious, regenerating and antioxidant action, maintaining the lipidic protection of the hair, and reinforcing its structure.
"It acts intensely on the scalp, extending its benefits to the hair threads and due to its high refraction index; it promotes excellent hair shine," a spokesperson for the company said.
"In vivo" and "in vitro" tests were performed for evaluating the cleaning; hydration; shine; smoothing and revitalization effects. Accordingly the company reports that the tests presented results above 90 per cent in the several core categories.
Efficacy tests also indicate that the concentration of use should start from 1.5 per cent, indicated for the treatment of dry and damaged hair. It is non-comedogenic, can be used in hypoallergenic products, and in formulas for shampoos, creams, masks, tonics and balms, the company adds.
The launch of Beracare drills into the burgeoning number of new hair care products aimed at treating specific hair conditions and scalp problems.
According to Euromonitor, the world hair care market grew by 4.7 per cent in 2004 to reach a value of $4.7 billion, but in most of the major markets sales of shampoo and conditioners - the core for sales - remained fairly stagnant, reflecting the market maturity.
However, where manufacturers have been able to tap into growth is for niche products that treat specific hair problems or styling techniques. Often formulations for such products rely on high active ingredient content, exactly what the Beracare System is attempting to muscle in on.