Cosmair hopes new $40 mil Nutrisse launch is fruitful

Cardona, Mercedes M.
May 1999
Advertising Age;5/24/1999, Vol. 70 Issue 22, p8
Trade Publication
This article reports on the launch of an advertising campaign by Cosmair's Maybelline/Garnier division in summer 1999 to introduce Nutrisse Nutricolor Masque, a new hair color, via Publicis, New York. Nutrisse, a deep conditioning product made with fruit extracts, will reach stores in July, backed by an effort from Publicis that will include advertising, in-store displays and sampling. Nutrisse will be positioned as a fashion product for women 18 to 54, not just a tool to cover gray, said Ketan Patel, VP-marketing, Maybelline/Garnier. The new hair color will play to baby boomers' organic sensibilities with natural ingredients such as fruit acids and grapeseed oil and to women's "fear of frying" with added conditioners to protect hair, Mr. Patel said.


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