Marketing in Brief: IQ Products
This article was originally published in The Rose Sheet
Executive Summary
IQ Products: Television, print, radio and billboard advertising for the Houston-based firm's "low VOC, user-safe" Envi hair care products will commence in Houston in about a month, the company says. The ads will break nationally in six months. The Envi line includes firm and ultra firm hold hairspray, mousse conditioner and volumizing mousse in 10 oz. versions. The hairsprays also come in 14 oz. sizes. Envi is priced competitively with Helene Curtis' Finesse and P&G's Vidal Sassoon, according to IQ. The line has been available in stores including Target and Wal-Mart since February. Shampoo and holding spray line extensions are under development. Upon patenting its "low VOC, user-safe" technology, IQ plans to market the formula to other manufacturers...