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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

ThermaFuse: Kannapolis, NC brand devoted to heat-styled hair releases new HeatSmart Serum, "a lightweight dry oil that can be used as a treatment, a styling prep to even the hair's porosity and make stylers perform better, a stand-alone product and a finisher," it says. Blended from organic argan, acai and flaxseed oils and fortified with company's HeatSmart Complex, the serum offers "instant absorption, unmatched hydration, frizz elimination and a smooth satiny finish," according to ThermaFuse, which also highlights the "intoxicating" fragrance of blackberry and raspberry on top of vanilla and musk. Targeted to consumers who "blow-dry, flat-iron, or throw in some loose waves with a curling iron," the product (2 oz.) is available at fine salons and spas for $19; salon professionals can purchase a 6.8-oz. size for $25
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