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Redken's All Soft line for coarse, curly, wiry hair featured in Latina magazine.

This article was originally published in The Rose Sheet

Executive Summary

REDKEN ALL SOFT FOR COARSE, CURLY, WIRY HAIR ADVERTISING IN LATINA, the only ad venue in 1998 for the introduction of the hair care brand. Spots for the All Soft line broke exclusively in the June issue of Latina magazine. While Redken said the line is not targeted to a certain ethnicity, but to a particular "texture of hair," the Cosmair division noted the All Soft shampoo, conditioner and masque are "perfect" for use on a variety of ethnic hair types, including African-American, Asian and Hispanic. The products are designed for "coarse, curly and wiry hair" with avocado oil and have a "razzle pear" fragrance.
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