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Marketing in Brief: Redmond

This article was originally published in The Rose Sheet

Executive Summary

Redmond: Spending $12 mil. on advertising for its Aussie hair care products for May through December, the company said. The budget includes print ads for Slip Detangler, tagged "Stop Tearing Your Hair Out." The spots are currently running in 15 publications, including Cosmopolitan, Glamour, Seventeen and People. Slip Detangler, which went on-shelf in March, promises to "rinse...away" tangles "without add[ing] weight," increase shine, and eliminate "fraying and flyaways," according to trade material. Twelve ounce and 2 oz. bottles of Slip Detangler carry suggested retail prices of $3.41 and $1.15, respectively...
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