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FIRST MAJOR AD CAMPAIGN TO TACKLE PROBLEM OF COUNTERFEITS HEAD-ON

Paul Mitchell Products' J.P. DeJoria Launches Multimillion-Dollar Ad Campaign to Battle Ripoffs, Discourage Drug Store, Market Purchases
 BEVERLY HILLS, Jan. 5 /PRNewswire/ -- Macy's may sometimes sell Gimbles, but this may be the first case of a major national advertiser's undertaking a seven-figure campaign to discourage the public from buying its own product ... or, at least, product in its trademark packaging.
 J.P. DeJoria, head of the successful Paul Mitchell Products hair care line, will launch a multimillion-dollar television spot campaign Jan. 10 aimed at warning the buyer to beware of Paul Mitchell Products sold in supermarkets and drug stores.
 Like other top designer names (Louis Vuitton luggage, Rolex watches, etc.) the Paul Mitchell hair line is plagued with cheap, inferior rip-offs. While the authentic Paul Mitchell products with the patented formulas are guaranteed only when purchased in fine hair salons, many knock-off items with look-alike packaging are sold in many drug stores and supermarket chains.
 Unlike other designers so afflicted, DeJoria is opening his advertising budget to fight back, tapping the creativity of the marketing experts who have brought Paul Mitchell products to the forefront in the hair field in a few short years.
 The new campaign, kicking off with a 30-second spot entitled "Mask" and featuring DeJoria and Paul Mitchell spokesfigure Eloise Broady, takes the "what you see is not always what you get" line in exposing the fact that some of the company's apparent products available other than in salons are phonies without the properties which have established the firm's prominence in such a short time.
 The campaign is overseen by Roz Rubenstein, the Northern California advertising and marketing executive who has supervised the company's advertising/marketing during the rapid rise to the top.
 DeJoria and Rubenstein are available for comment on the campaign and other aspects of the company's aggressive policy of attacking the counterfeit rings which fabricate the ripoff products as well. As DeJoria puts it, "the drug store and market entities who have such disdain and disloyalty for their customers that they sell products they know to be fake, untested and uncertified as to their impact on the user."
 The campaign initiates DeJoria's planned campaign to obtain laws making it a criminal offense to manufacture or sell ersatz products.
 -0- 1/5/92
 /CONTACT: Dick Guttman or Jerry Pam of Guttman and Pam, 310-246-4600, for Paul Mitchell Products/


CO: Paul Mitchell Products ST: California IN: HOU SU:

KJ -- LA019 -- 1835 01/05/93 14:51 EST
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Publication:PR Newswire
Date:Jan 5, 1993
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