TECHNICALLY APPEALING POSITIONING

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Citron Haligman

Bedecarre,

San Francisco

KMS Hair Care

Matt Haligman, Creative

Director/Art Director

Heward Kie, Art Director

Kirk Citron, Copywriter

John Casado, Photographer

Owen Bly, Print Production Manager

Karen Evans, Account Manager

This campaign for KMS Hair Care returns to the roots of co-founder Jamey Mazzotta.

Mr. Mazzotta is a scientist who in the 1960s used early versions of the electron microscope to study the biochemistry of hair as part of his doctoral thesis.

Now Mr. Mazzotta, president and director of research of KMS, creates all-natural products-and not tested on animals.

When KMS wanted to expand its reach among both salons and consumers, Citron Haligman Bedecarre suggested there was room in the category for a product with a technical positioning.

Agency partners Kirk Citron, the copywriter, and Matt Haligman, art director, developed the campaign-and the "technically beautiful hair" theme-over a long sushi lunch. Magazine spreads talk not just about glamor but hair problems and solutions.

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