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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Paris Hilton hair, nails: HairTech International announces debut of Paris Hilton Hair Care, a line of "state-of-the-art" professional-grade hair products formulated with anti-aging ingredients pomegranate, coffee berry and soy "to help combat signs of damage, repair the follicles and defend against environmental toxins." Launch comes alongside introduction of Ultimate Brush by Paris Hilton and Nail Polish by Paris Hilton in September. Campaign to support all three launches will commence in late 2009 with television ads on Bravo, MTV and other cable networks, with value of media buy to exceed $5 mil., HairTech says. Text message campaign also is planned. Launch party including Hilton will take place in Los Angeles in September. Some percentage of proceeds from product sales will go to support the Interface Foundation, a group that "leverages the power of business and celebrity for the benefit of high-impact charities." Beverly Hills, Calif.-based HairTech also markets DreamCatchers by Paris Hilton, a brand of hair extensions, and HairTech Hair ReGrowth System, a "hair restoration treatment program.
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