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Michael diCesare using counter "hair consultants" to promote diCesare Hair Styling System.

This article was originally published in The Rose Sheet

Executive Summary

MICHAEL DICESARE "HAIR CARE CONSULTANTS" TO PROMOTE STYLING PRODUCTS at department store counters, the New York-based company said. Adopting the concept from cosmetic and skin care counters, trained Michael diCesare consultants will "share basic tips" with consumers on how to "make hair look spectacular," the firm said. The diCesare Hair Styling System -- a nine-SKU liquid styling line and 10-item brush set -- was launched into Neiman Marcus' full distribution in June, following the March introduction of the line in about 30 Nordstrom doors. The hairstyling collection is also available in Harrods and Selfridges in London.
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