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Revlon ColorStay haircolor backed by $40 mil. marketing campaign.

This article was originally published in The Rose Sheet

Executive Summary

REVLON COLORSTAY HAIRCOLOR SUPPORTED WITH $40 MIL. MARKETING BUDGET for 1997, the company said. Print and TV ads breaking in October will feature ColorStay spokesmodel Cindy Crawford with other women of varying ages modeling the hair colorant's different shades. Two-page inserts and four-page pop-up print ads will appear in consumer publications targeted to the 35-plus crowd, and TV spots will air during "high quality" prime-time slots, Revlon said. Both print and TV ads will carry the tagline, "Color Stays In, Color Stays Alive." The permanent haircolor will be available in mass market outlets in September ("The Rose Sheet" May 12, p. 4).

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