TITLE

Paul Mitchell celebrates 20 years with campaign

AUTHOR(S)
Cardona, Mercedes M.
PUB. DATE
January 2000
SOURCE
Advertising Age;1/31/2000, Vol. 71 Issue 5, p44
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports that the Paul Mitchell brand will celebrate its 20th birthday in 2000 with a colorful makeover and a new ad campaign. The salon haircare line marketed by John Paul Mitchell Systems breaks a $5 million print and outdoor campaign in March magazines to promote its new formulas and packaging. Chairman John Paul DeJoria, who started as a consultant in the haircare industry, founded John Paul Mitchell Systems in 1980 with the late Paul Mitchell, a hairdresser. The line's packaging is now color-coded based on the product's function. Product descriptions and instructions are written in English, Spanish and French to accommodate the company's growth with products now distributed in 25 countries.
ACCESSION #
2733770

 

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