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Marketing in Brief: Christian Dior

This article was originally published in The Rose Sheet

Executive Summary

Christian Dior: Mascara Flash, the "first wash-away hair colorant," will debut in May, Christian Dior said. The product marks the company's entrance into the hair care market ("The Rose Sheet" Dec. 16, Marketing In Brief). Packaged in an applicator similar to that of a conventional eye mascara, Mascara Flash coats individual hair strands with color for the "streak" look, Christian Dior said. The color then washes out in one shampoo, the company added. Mascara Flash will be available in seven shades, including Paprika, Colbalt and Champagne. A .44 oz. tube will retail for $18.50...
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