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Shhhowercap founder and CEO Jacquelyn DeJesu Center isn’t trying to compete with the free plastic shower caps you get in hotels—she’s created a new category altogether. The vast majority (90%) of women don’t wash their hair every day, and that’s the audience she’s targeting with her waterproof turbans. But don’t assume the brand is just about shower caps. “We don’t care about shower caps,” she told Ian Wishingrad on the latest episode of Adweek’s I’m With the Brand.
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