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Cutex Ultra one-coat polish and nail treatments to ship at end of 1997.

This article was originally published in The Rose Sheet

Executive Summary

CUTEX ULTRA ONE-COAT NAIL COLOR AND TREATMENTS will ship to the trade at the end of 1997 as part of AM Cosmetics' effort to reinvigorate the nearly century-old Cutex brand. Purchased by sister company Carson Products in April for $42 mil., the brand had been under-performing under the previous licensee, Jean Philippe Fragrances ("The Rose Sheet" April 7, p. 6). In 1996, sales for the brand were $27.5 mil., a decrease of 21% from the previous year. Responsible for marketing and sales of the brand, AM Cosmetics is embarking on a revamping program that includes the introduction of new products and increased promotions. The Ultra launch will be supported by "major" print advertising and possibly by a television campaign, AM noted.
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