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HOYU hair dye on offer

This article was originally published in The Rose Sheet

Executive Summary

A new sales structure and expanded retail distribution channels have ramped up availability of HOYU Co.'s flagship hair-color line, Bigen,in the U.S., Japanese firm states May 22. Subsidiary HOYU America Co. says Americans' growing demand for hair-color products that specifically meet the needs of dark and brunette hair is driving the expansion. "America's rapid ethnic population growth is driving a natural extension of our distribution to meet the increasing demand for Bigen's unique value to the black/dark hair market that no other product on American soil currently satisfies," HOYU America President and CEO Tomohiro Matano said. Available in more than 70 countries, Bigen offers 10 powder-based dark and brunette permanent hair colors that are mixed with water for convenient use...

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