Garnier tries olive oil shampoo in Italy

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Looking for a niche in a crowded marketplace, Garnier Laboratories is promoting two unlikely new varieties of shampoo via a print campaign from Publicis. The products - one with the scent of olive oil and lemon, the other with grapefruit and green tea - will be promoted in several national newspapers and magazines in December and January. Publicis says its goal was to illustrate how these unusually scented products are refreshing and invigorating. To that end, the ads show a bottle of one of the products beneath a waterfall of cool water and fruit. The text on the ads highlights the health qualities of the two products, which Garnier says help hair remain youthful and smooth.

Copyright December 2000, Crain Communications Inc.

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