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Dep's Theorie "salon quality" hair care line higher priced than other Dep brands.

This article was originally published in The Rose Sheet

Executive Summary

DEP THEORIE PREMIUM-PRICED, "SALON QUALITY" HAIR CARE LINE TO DEBUT at the end of the summer. With prices ranging from $5 to $8 per product, Theorie will represent Dep's most expensive hair care offering. The Dep and L.A. Looks brands, the company's product staples, are priced from around $2 to $5. Theorie's premium positioning will also be reflected in the collection's distribution strategy; the line will be available in 10,000 to 15,000 mass market doors, a far more limited distribution than the company's other hair care brands, which are available in as many as 100,000 doors. Dep is targeting stores that have an upscale marketplace and a more affluent customer, the company noted.
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