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L'Oreal

This article was originally published in The Rose Sheet

Executive Summary

Casting ColorSpa for Men adds natural hair color with a trademarked Applicolor system "that is virtually mistake proof," the company says. L'Oreal will use the line to gain market share in the men's hair color category, which, according to A.C. Nielsen data, is the fastest-growing segment in the hair color category. The six week hair color is used like a shampoo and is available in seven shades, ranging from Black to Light Blonde. Colors are formulated to create ash tones rather than the golden tones often found in women's hair color to "allow for more natural looking highlights on men's hair." The line will be available in April and will retail for $7.39
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