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L'Oreal

This article was originally published in The Rose Sheet

Executive Summary

Jet-Set, the company's first fast-dry nail enamel, will be supported with a TV campaign breaking in August and print spots running in September beauty books featuring L'Oreal face Milla Jovovich. The 23-SKU line is billed as "the two-minute manicure for shock-proof, chip-resistant color." The 22 "brilliant, concentrated" shades, which dry in one minute, combine "fast drying time with full, one-coat coverage, even application and a chip-resistant finish," L'Oreal claims. The shades are designed to be followed with a clear "shock-resistant" Jet-Set top coat. Color names, selected to evoke speed and flight, include Supersonic (lime green), Full Tilt (gold), Dive Bomb (greenish silver) and Presto (bright purple). Available in September, a .5 oz. bottle will retail for $4.50...

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Chart: Weekly Trademark Review -- Nov. 2, 2010

Weekly Trademark Review
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