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Company: Abba Products, Inc.
Product: True Shapes™ Acid Wave

Marketing Strategy: With perm services in professional salons, two issues dominate when a salon chooses a perming system of products - the quality of the perm and the damage to the hair that needs to be compensated for by conditioning products. True Shapes using a 100% vegan based formula not only excelled at perming the hair but also conditioned and strengthened the hair at the same time. Under ABBA’s system of Herbal Therapy not only did True Shapes excel on both purchase issues, but also without the chemistry of most perms there was little to no odor. This ad successfully introduced this product on a national level through salon publications.

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

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

Headline: GET YOURSELF INTO THERAPY.

Body Copy: A recurring nightmare. Harsh chemicals. Damaged hair. Unpleasant odors. Unpredictable results.

The Herbal Therapy of True Shapes Acid Wave. A 100% vegan permanent wave system that conditions, strengthens and adds shine.

With Herbal Therapy, conditioning botanicals and herbs nurture and revitalize, while adding essential moisture. ABBA’s exclusive tri-molecular proteins penetrate the hair to repair and rebuild. Leaving the hair in better condition than before perming.

A calming aromatherapy fragrance creates a pleasant, low-odor salon experience.

You command the style with true-to-rod size curls. From gentle cascades in styles demanding direction and structure. True Shapes gives you the control to produce natural, long lasting results. Consistently. Without damage to the hair.

True Shapes. A change for the better.

ABBA’s Tri-Molecular Proteins: Human Hair Keratin, Soy & Hydrolyzed Wheat. (by photo)

True Shapes is the perfect compliment to ABBA’s Condensed Perming method. Our model’s perm was wrapped with just 6 rods. Ask your ABBA distributor for more details on Condensed Cutting and Condensed Perming.(under style photo)