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This article was originally published in The Rose Sheet

Executive Summary

Fiftieth anniversary of the Style hair care brand celebrated in 2000 with a complete franchise overhaul. Originally designed as a premium-priced line, the brand has a 40% brand recognition with consumers, according to the company. To capitalize on this market while upgrading the quality of the products, Lamaur will reformulate and repackage the line. Bottles and tubes will move from standard white to pearlized silver. The size of the bottles will increase from 13 oz. to 15 oz. without a change in the brand's 99cent to $1.29 price range. Lamaur will position the items to both its primary Caucasian consumer and the growing Latino market, with bilingual packaging. The hair care products are scheduled to ship in October



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