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Clairol Herbal Essences Color Launch Includes Internet Sampling

This article was originally published in The Rose Sheet

Executive Summary

Clairol expects Herbal Essences Haircolor, fueled by a big marketing push including an Internet sampling campaign, to capture a 10% dollar share of the hair color category within 18 months of its debut, the company said during a launch event in New York City March 13. The 30-SKU collection will bow in May.

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Mass Retailer Recognition Of Multicultural Market Potential Urged By P&G

Mass retailers must capitalize on the power of the multicultural beauty market with bilingual in-store promotions and literature, Procter & Gamble Cosmetics VP/General Manager Marc Pritchard advised.

Clairol

"What is Beauty?" survey shows brown is preferred hair color shade for teenage girls and women, while men are more likely to choose black, firm says. Conducted by The Harris Poll, survey questioned more than 3,600 men, women and teen girls on definition of beauty today. Nearly three-quarters of adult respondents strongly agreed it is difficult for a woman to feel beautiful if she does not like the way her hair looks, according to the survey, released May 8. Study also found an emphasis on individuality in beauty. Survey is in line with Clairol's new umbrella advertising campaign tagged "A beauty all your own," celebrating individuality (1"The Rose Sheet" March 19, p. 5)

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