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Perma Soft shampoo is growing up and so are its customers. The DowBrands 1983 upstart enjoyed exclusivity for many years as the only product that addressed the needs of the millions of people who permed their hair.
Now, a decade later, DowBrands and its agency CME/KHBB, Minneapolis, faced with stiff competition and changing perm trends, have come up with a new strategy, target customer and ad campaign that broke last week.
‘We did research that told us our target customers, are now a bit older, starting about 24 to 25 years old,’ said John Purdy, CME/KHBB management supervisor....

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