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Article: Soft Sheen Launches Alternatives; Worldwide Leader in Ethnic Hair Care Targets Generation Y.
- Article from:
- Business Wire
- Article date:
- September 29, 1997
CopyrightCOPYRIGHT 1997 Business Wire. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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CHICAGO--(BUSINESS WIRE)--Sept. 29, 1997--The worldwide leader in Ethnic hair care flexes its marketing muscle and seizes an untapped opportunity among Generation Y consumers. Soft Sheen Products Inc. leverages its cutting-edge knowledge of African-American consumer segments to bring new products to the $1.6 billion Ethnic hair care industry by launching Alternatives(TM) this fall.
"Alternatives is staged to shake up the Ethnic hair care market," said Terri Gardner, president and chief executive officer of Soft Sheen. "The relaxer segment has not seen this type of innovation since Soft Sheen introduced a premium relaxer kit with Optimum Care nearly 10 years ...