Helene Curtis
This article was originally published in The Rose Sheet
Executive Summary
Based on higher than expected Thermasilk sales, the company has almost doubled 1998 revenue projections for the line from $80 mil. to $150 mil. The 13-SKU heat-activated hair care line debuted in February backed by $82 mil. in ad support ("The Rose Sheet" Jan. 19, p. 1). A second round of national sampling scheduled to start in August has been pushed back until the fourth quarter while the company deals with production difficulties caused by the unexpectedly large demand...