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L'Oreal Hydravive Performance

This article was originally published in The Rose Sheet

Executive Summary

Hair care for "naturally healthy hair" helps "protect and maintain hair's natural moisture balance" to leave hair "full of health, vitality and shine," Cosmair's L'Oreal Hair Care division says. The line comprises Gentle Shampoo, Shampoo Plus Conditioner, Moisture Conditioner, Extra Body Foam Conditioner and Deep Hydrating Masque, each priced at a suggested $3.79. All of the products are oil-free and contain a cationic moisture-attracting wheat derivative that "is able to attach itself to the hair shaft and resist rinsing," the firm states. Bowing in March, Hydravive will be backed with $30 mil. in ad/promo spending from March through the end of the year. National TV ads will break in early March and print ads will appear in April magazines. Cosmair also plans to distribute 15 mil. samples
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