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ALBERTO's SUCCESS FORMULA: MORE AD MONEY, FEWER SKUs YIELDS 34% STOCK GAININ 1997; REVLON's COLOR STAYS BUT FRAGRANCE REGROUPING SCENTED BY STREET

This article was originally published in The Rose Sheet

Executive Summary

Alberto-Culver had the formula for success on the Street in 1997: the mass marketer boosted its ad spend for its flagship VO5 brand and St. Ives' Swiss Formula while paring back SKUs in the crowded retai
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