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Alberto-Culver Doubling St. Ives Ad Budget To $20 Mil. In 1999

This article was originally published in The Rose Sheet

Executive Summary

Alberto-Culver's $150 mil. St. Ives Swiss Formula hair and skin care franchise will be backed by a $20 mil. advertising spend in 1999, President and CEO Howard Bernick told securities analysts during a conference call Oct. 22. The company is more than doubling the brand's budget, which totaled $9.5 mil. in 1997, the exec said.
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