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IMC Launches Borghese Hair Line

IMC has collaborated with Borghese and Primary One Brands to launch a premium line of hair care products by Borghese. The line hit shelves at U.S. retailers including CVS/Pharmacy, Walgreen’s and Duane Reade in January.The collection of Italian insp

The collection of Italian inspired products features professional grade shampoos, conditioners and styling products.

"We are delighted to bring together Borghese, an innovative company known for its high-quality and luxurious products, and Primary One Brands to launch this unique new collection," says Kim Steadman, senior director of partner development, IMC. "By leveraging the Borghese brand’s incredible heritage, coupled with Primary One Brands’ expertise in the premium positioning of salon brands at mainstream retail, we plan to dramatically increase Borghese market share in the premium hair care category.”

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