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Company: Abba Products, Inc.
Product: Hair Care System

Marketing Strategy: In beauty school, every hair stylist becomes familiar with the 3 layers that make up each hair follicle. What separated ABBA's system from the rest of the professional market was that by using 3 unique proteins, they could penetrate to each layer of the hair follicle and condition better since all parts of the hair were treated. The arresting visual made it easy for stylists to not only read the story but visualize the actual proteins that were unique to ABBA’s formula.

Usage: Double-page spread for national trade magazines (i.e. Modern Salon)

Agency: Samerjan 743         Creative Director: Peter Samerjan           Copywriter: Peter Samerjan

Headline: WHY WEIGHT?

Body Copy: Hair, wheat and soy. Three seemingly unrelated proteins. But when used together, they can revolutionize the way you maintain and style hair.

Hair is comprised of three layers, the medula (core), the cortex (middle) and the cuticle (surface). Each requires its own nourishment - protein to be exact - to keep it healthy. And no single protein works for all three. For each layer, what really matters is the protein’s weight. Because a protein’s molecular weight (mw) determines how deeply into the 3 layers of the hair shaft it will penetrate. Most proteins stop at the cuticle.

ABBA has formulated its products with 3 exclusive 100% Vegan proteins: Hydrolyzed Wheat (2,000 mw), Hydrolyzed Soy (1,000 mw) and Hydrolyzed Human Hair Keratin (150 mw). Each targets a specific layer of the hair shaft to maximize revitalization and reconstruction from the inside out. The result is stronger, more manageable hair that’s silky, shiny and beautiful.

ABBA Products. A complete eco-sensitive hair care and styling system formulated with pure aromatherapy essences, botanicals and herbs that condition, moisturize and strengthen.

High performance, natural solutions by design.