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BREAKING: PHYSIQUE: BREAKING THE MOLD

Published on .

Procter & Gamble Co. suggests you "break the law"-of hair styling-in a campaign for its new Physique line testing in Wichita, Kan. The spread, running in local editions of beauty magazines, is from Saatchi & Saatchi, New York, and touts the product's ability to defy physics by giving good styling control while still breaking "the stiff, sticky mold." TV is expected to follow shortly.
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