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Helene Curtis launching Vibrance Organic Care to replace Vibrance hair care line.

This article was originally published in The Rose Sheet

Executive Summary

HELENE CURTIS ENERGIZING HAIR CARE OFFERINGS WITH VIBRANCE ORGANIC CARE, a natural hair care line that replaces the company's Vibrance brand. Positioned as a hair care system that "delivers strong, healthy hair from root to tip," the 14-SKU line includes shampoos, conditioners, a 2-in-1 shampoo and conditioner and styling aids. Available now in the U.S., the line also is launching in Canada under the name Organic Care. TV and print ads for Vibrance Organic Care, developed by DDB Needham, will begin late summer/early fall in the U.S.
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