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Marketing in Brief: Clairol

This article was originally published in The Rose Sheet

Executive Summary

Clairol: Daily Defense hair care products contain sunscreens, pro-vitamin B5 and vitamin E to protect hair from environmental stressers, the Bristol-Myers Squibb division said. The nine-SKU line includes four shampoos with corresponding conditioners, as well as a leave-in treatment product. The 13.5 oz. shampoo bottles are clear with color-coded cloud backgrounds according to hair type -- blue for fine hair; bright purple for normal hair; deep red for color-treated or permed hair and orange for dry and damaged hair. The Daily Defense line will be on mass market shelves by the end of the year, according to Clairol...



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