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Effect of Nature water-based, ammonia-free hair color formulas to bow in February.

This article was originally published in The Rose Sheet

Executive Summary

EFFECT OF NATURE WATER-BASED PERMANENT HAIR COLOR TO BOW IN FEBRUARY nationwide, following a planned three-month test market, South Plainfield, N.J.-based Advantage Cosmetics said. The trial run is slated to kick off in September in Connecticut, New Jersey and New York mass market doors, including Walgreen's and Eckerd's. Advantage Cosmetics hopes to attract hair color users by offering an odorless and ammonia-, alcohol- and hydrogen peroxide-free coloring formula that delivers "natural- looking results." According to the company, hair color products are used by 23% of women, with the majority of non-users abstaining because chemicals, such as ammonia and hydrogen peroxide, can damage hair.
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