Marketing in Brief: Paul Mitchell The Masque

Executive Summary

Paul Mitchell The Masque: Intensive therapy treatment blends "fiber strengthening materials" and aquatic marine ingredients to "transform troubled hair into nourished hair," John Paul Mitchell Systems said. Aquatic marine cultures in The Masque combat oxidizing agents, while coral seaweed extract protects hair from heat and UVB rays, the salon company said. Lactobacilli and microalgae "reduce residual hydrogen peroxide," while hyaluronic acid provides elasticity and chorella and bladderwick extracts nourish hair, the company claims. Available now in salons nationwide, a 4.2 oz. tube retails for $12.95...