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This article was originally published in The Rose Sheet

Executive Summary

Breakthru Heat Strengthening Styling Creme added to existing maintenance line. Formulated with same anti-breakage patented ceramide technology to make hair stronger, product will debut in January for $6.99. TV and print ads to follow in February, firm says. Both lines will be supported with $2 mil. ad spend each, according to L'Oreal

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