African Pride
This article was originally published in The Rose Sheet
Executive Summary
HiLites is the first at-home highlighting kit for African American women, the Revlon subsidiary said. Applicable for streaks, chunking or accents, the kit includes 2 oz. conditioning hair color, 2 oz. developer, highlighting powder, 2 oz. conditioning shampoo and 2 oz. leave-in conditioner. Available by early August, the kit costs $11.99 and is available in six shades such as Tanzania Sand (white blonde), Sahara Shimmer (yellow blonde) and Senegal Sunset (auburn). Revlon will support the product with a national TV and print ad campaign breaking in September with a variation of African Pride's trademark tagline, "I Want Her Hair," as well as in store activities in key market areas