Permanent Pressing Creme???

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Has anyone ever heard of this? How is a pressing creme permanent? Leave me some info. in the comments section if you have. This is definitely new to me!

Its’ Claims:
New Options
Natural Permanent Pressing Cream
Exclusively For Natural Hair Lovers
New Options Permanent Press Cream is made from a 100% alkaline formula.
It is 100% natural and organic.

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