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Vidal Sassoon

This article was originally published in The Rose Sheet

Executive Summary

Enters the heat-activated hair care market with Heat Defense styling spray. Heat Defense is formulated with proteins and moisturizers activated by the heat of blow dryers or curling irons, the Procter & Gamble division said. Shipping now to mass market and chain drug stores, a 10.2 oz. bottle will retail for about $3.19. Other recent entries in the heat category include Helene Curtis' Thermasilk line and P&G's Pantene Pro-V Heat Activated Conditioner. The company is also launching Vidal Sassoon hair spray with Formasilk, a patented ingredient that provides flexible hold, allowing hair to move freely and fall back into place. The product will debut in aerosol and non- aerosol SKUs at around $3.19 for 8.25 oz. Both Vidal Sassoon entries were tested in the salon market for about a year prior to their retail debut. A consumer ad campaign is in the works...
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