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L'Oreal VitaVive multivitamin hair care for normal hair to debut in May.

This article was originally published in The Rose Sheet

Executive Summary

L'OREAL VITAVIVE HAIR CARE LINE WILL TARGET MEN as well as women with an ad campaign that includes two sets of spots specifically designed for each sex. Ads positioning the line to men will feature a male spokesperson and will appear in men's publications, while spots targeting women will picture a female spokesmodel and will run in beauty and fashion books. Print advertisements for the three-SKU unisex line will break in June, and TV spots are likely to debut during the launch period. Still under development, the print and TV campaign will be dedicated to the VitaVive line, the sixth sub-brand under L'Oreal's Vive hair care umbrella.
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