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Marketing in Brief: Alberto VO5 Hot Oil

This article was originally published in The Rose Sheet

Executive Summary

Alberto VO5 Hot Oil: New hot creme formulation has "heat-activated patented intensive conditioners and vitamin E to penetrate deep" to target the "dry, damaged sites of every strand," Alberto-Culver said. Unlike the company's existing hot oil offerings, the creme is applied after washing hair. A box containing two .5 oz. applications will retail for $3.29. Shower Works, another hot oil addition, makes hair "up to 55% stronger," the company claims. Packaged in a clear 2 oz. bottle, the product retails for $5.29. Shower Works will be featured at the conclusion of Hot Oil television ads, while a campaign for Hot Creme is still under development, according to the company. Both treatments are rolling out now...
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