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John Paul Mitchell Systems, Redken turning to TV for 1998 advertising push.

This article was originally published in The Rose Sheet

Executive Summary

JOHN PAUL MITCHELL SYSTEMS TO INCREASE TELEVISION EXPOSURE by doubling its Paul Mitchell TV advertising budget for the broadcast period January through April, the salon hair care products company said. The company's 1998 ad spend is estimated to be between $10 mil. and $15 mil. The firm has been running limited TV spots since 1990 but said it decided to improve its ad spend and airwave time to improve brand exposure. If the ads are successful, the company said it will continue to run an increased number of TV spots.
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