TITLE

Kenra restyles idea of 'good/bad' hair

AUTHOR(S)
Cardona, Mercedes M.
PUB. DATE
August 1999
SOURCE
Advertising Age;8/16/1999, Vol. 70 Issue 34, p27
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the testing of television advertisements by Kenra for its Elasta QP haircare brand in the U.S. in 1999. Kenra is testing two 30-second television spots for the brand. Both take a straight-forward approach to the issue of personal beauty image among African-American women. One takes a serious look at unrealistic beauty standards and the other a humorous look at good versus bad hair. The spots are now being aired in selected test markets through September 1999. Both commercials have the same message and spring from a common position, according to Bob McGee, vice president of marketing. The market research of Kenra found the issue of haircare carried a great sensitivity among African-American women.
ACCESSION #
2166574

 

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