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Head & Shoulders for Hispanic market

This article was originally published in The Rose Sheet

Executive Summary

New York stylist Antonio Rosales has been signed to represent Procter & Gamble hair-care brand in addressing needs of the growing U.S. Hispanic market, according to Sept. 29 release. Consumers will be able to interact and ask for advice via scalp-care blog Rosales will launch at brand's revamped Web site 1www.amatucabello.com, which will cover topics ranging from seasonal scalp care to new looks, company says. "With Antonio's expertise and enchanting charisma we expect to make a lasting connection with our consumers," Hernan Lopez, Head & Shoulders assistant brand manager, says. Rosales - named one of top 10 Hispanic hairstylists in the U.S. by Latina Magazine - joins Ben Skervin, who to date has been Head & Shoulders' only stylist/spokesperson at the global level

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