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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Kérastase: L'Oréal Professional division introduces Kérastase Elasto-Curl with Hydra-Elastic Complex to "restore vitality and elasticity to dry, curly hair," firm maintains. Patented complex contains glycerol for conditioning, softness and curl definition; silicone derivatives for frizz control, lightness, shine and smoothness; and amphoteric polymers for added suppleness and curl definition, L'Oréal claims. Available now, line comprises Bain Elasto-Curl shampoo ($17), Soin Elasto-Curl treatment ($26), Elasto-Curl Mousse ($20) and Elasto-Curl Crème ($20)...
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