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"Lose the flakes, keep your cool" is Procter & Gamble Co.'s message in launching Head & Shoulders Refresh. TV spots from Fova, New York, the brand's Hispanic agency, broke April 15; print ads from Euro RSCG Tatham, Chicago, appear in May issues of magazines.

P&G last month moved the brand to Saatchi & Saatchi, New York.The shampoo with

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