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KMS Flat Out hair care line for unruly curls rolling out with product-specific ad campaign.

This article was originally published in The Rose Sheet

Executive Summary

KMS FLAT OUT PRODUCT-SPECIFIC HAIR CARE AD CAMPAIGN is breaking in July and August issues of lifestyle books, including Harper's Bazaar, In Style, Fitness and Self. The salon hair care retailer's first product-specific ad campaign in "a long time" promotes the firm's expansion of its two-year-old Flat Out Non- Chemical Relaxing Balm. Ads for the line are tagged: "Cure for the common curl" and show three photos of a model. One shot depicts a "before" image with frizzy hair, while the other two photos show the model with soft curls and with a "sleek, straight" look. The spots are slated to run for three months, the company said.
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