Dow Rejiggers PermaSoft

NEW YORK – DowBrands will introduce a new formulation for its PermaSoft shampoo conditioner and styling line with $20 million in advertising and promotion support, set to kick off next spring. The PermaSoft brand is being reformulated to provide better moisturization for permed hair, and is undergoing new packaging designs. An $11 million TV ad campaign by CME-KHBB/Minneapolis, breaks in April on network, syndicated day and spot TV programming, preceded by a $4.5 million print campaign beginning in March.
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