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L’Oréal hair color spokesmodel

This article was originally published in The Rose Sheet

Executive Summary

Actress Jessica Biel has signed with L'Oréal to promote Open hair color in an ad campaign breaking in January, the firm says. Open soft-permanent hair color launched last year targeting young women seeking natural-looking hair color (11"The Rose Sheet" April 30, 2001, Marketing In Brief). Biel stars in the TV show "7th Heaven" and in the movie "Summer Catch." Actress also will appear in "The Rules of Attraction," debuting in spring 2002, L'Oréal says. Biel joins L'Oréal's other spokesmodels such as singer Beyonce Knowles of Destiny's Child and actresses Heather Locklear and Claire Forlani...

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Open "soft permanent" hair color will be targeted to young women new to hair coloring and looking for natural-looking color, L'Oreal says. Launching this summer in 24 shades with names like Venus, Orion and Zenith, Open will have different target audience than L'Oreal's Feria, which attracts young, hip fashion crowd. Retailing for $9.99, Open will join growing number of brands aiming to attract consumers seeking natural-looking hair color. L'Oreal is launching Garnier Lumia hair color in June, and Clairol's Herbal Essences hair color will debut in May (1"The Rose Sheet" April 9, p. 10 and 2March 19, p. 5)

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