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Playtex

This article was originally published in The Rose Sheet

Executive Summary

Ogilvie 7-Day Curls temporary hair permanent debuts in July with significant advertising aimed at teens and women in their early 20s. Women looking for temporary styles tend to be much younger than the traditional home permanent customer, the company explains. Ads feature the tagline "Ogilvie...for those who don't want commitment." After using the permanent, curls slowly loosen throughout the week from tight to wavy to straight, Playtex claims. The 7-Day curl follows the launch of the 7-Day straightener and retails for $7.99

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