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L.A. Looks Ad Budget Increasing Five-Fold To $15 Mil. In 1999

This article was originally published in The Rose Sheet

Executive Summary

L.A. Looks will be backed by a $15 mil. media spend in 1999, roughly five times the $3 mil. the brand normally receives, Schwarzkopf & Dep President and CEO Robert Berglass said. Nearly $10 mil. will be devoted to TV spots, while the remaining $5 mil. will be used to support print ads. The campaign will carry the tagline, "No Ordinary Girl; No Ordinary Hair."
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