Swimmers Solution
This article was originally published in The Rose Sheet
Executive Summary
Dep sending waves through swimming circles with "Swim Much?" ad campaign breaking now in swim books, including Swimming World. The spots picture a woman with green hair with the text: "The more you love to swim, the more your hair will hate it. Swimmers Solution is designed to combat the number chlorine, copper and salt does on your hair." Swimmers Solution Shampoo Plus Conditioner in One and Intensive Moisturizing Conditioner are pictured in the lower right corner of the spot. The firm budgeted more than $500,000 on ads developed by Los Angeles-based DavisElen. Distribution of the products will be expanded into Eckerd Drugs in June, bringing availability to nearly 10,000 mass market doors. Dep is asking retailers for year-round shelf space, explaining that swimmers are limited to Internet and mail order sales in the off season...