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NEW YORK When hair-care products maker Redken 5th Avenue NYC (a division of L’Oreal USA) wanted to launch a line called Urban Experiment, it determined that treks to small towns were required to get the word out.
Redken turned to New York-based Flavorpill, an online publisher that specializes in hip happenings in major cities such as New York, Los Angeles and Chicago, to handle creative duties.
Starting today, the fruits of that collaboration will be seen in Web ads inviting consumers to enter a contest.
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