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Aveda

This article was originally published in The Rose Sheet

Executive Summary

Shampure Conditioner launching as a partner product to 10-year-old Shampure Shampoo in August. Like the shampoo, Shampure Conditioner contains a morikue protein to "strengthen all hair types by penetrating the hair shaft for extra conditioning," the Estee Lauder company said. The conditioner also is designed to "weatherproof hair from daily thermal and environmental damage, without build-up." Aveda will support the product with a print campaign breaking in the September issue of People that will feature a bounce-back card inviting consumers to stores for a free 1.7 oz. mini-shampoo. The 8.5 oz. conditioner is priced at $8.50. In a similar move, Aveda introduced Rosemary-Mint Equalizing Hair Conditioning Rinse as a partner to Rosemary-Mint Shampoo ("The Rose Sheet" April 12, Marketing In Brief)

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