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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Jonathan: Jonathan Product augments bestselling Dirt collection with Spray Dirt Texture Hold Hairspray and Detox Dirt Clarifying Shampoo. Hairspray ($29 for 4.25 oz.) controls flyaways, adds body and shine and provides hold for "texturized, piecey styles," giving hair "that day-after look," according to the company. Ingredients include Sweet Almond & Soy Proteins, which help repair and improve appearance of damaged hair; natural botanical extracts that condition hair; and body-adding Lemongrass Essential Water. Shampoo ($20 for 8.4 oz.) is a sulfate-free cleanser that "gently removes everyday build-up from Dirt and other styling products" while ridding hair of environmental pollutants, Jonathan says. Product is formulated with company's Detoxifying Complex, which regulates free radicals and reduces chemical pollutants; nourishing, moisturizing Pink Orchid Flower; and Rosemary Sage Essential water. Both products are 100% vegan, Jonathan says. Items launch September 28 at jonathanproduct.com, Sephora and other fine retailers...
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