The vintage advertising for the Rio Hair Naturalizer System described it as an "all-natural," "chemical-free" product derived from "exotic flora" in Brazil that could gradually and gently straighten afro-textured hair.

Product Description and Claims. Promoted heavily in the early to mid-1990s through a 30-minute television infomercial, the product made the following claims:

"Chemical-free" and "all-natural": Advertising materials described it as "a plant extract, vitamin based, non-toxic, all natural formula".

Gradual Straightening: It was touted for its ability to "retexturize, revitalize and gradually release tight curls" without the harshness of traditional lye relaxers.

Two Formulas: It was available in a "Neutral" type and a "Color Enhancement Formula" that contained a black hair dye.

Empowerment Marketing: The infomercial used narratives of "breaking out of bondage" (associated with traditional hot combs or lye relaxers) to market a sense of freedom and entitlement to specific hair types.