This article was originally published in The Rose Sheet
Sport hairstyling gels for younger men bring the 1970s styling brand back to the U.S. market following the White Rain Company's purchase of the brand from Gillette in March (1"The Rose Sheet" March 13, In Brief). Available in two formulas - spray gel and traditional gel - in scented and unscented varieties, the line is housed in cobalt blue, portable sport-grip bottles. The alcohol-free formulas "add texture and definition" while provitamin B5 protects and adds body to hair, the White Rain Company says. Dippity-Do Sport will be supported with an aggressive marketing program, including ads, a dedicated Web site and a high-profile athlete as spokesperson
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