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The Shampoo Yogurt Pitfall

The Shampoo Yogurt Pitfall

In 1979 Clairol, a hair-care Proctor & Gamble subsidiary, introduced its Touch of Yogurt Shampoo. [i] However, the product failed. Several reasons may explain this failure. Inadequately Informative Clairol likely assumed that the general public readily understood yogurt’s purported hair benefits. [ii] If so, this unwarranted assumption reflects inadequately informative advertising. Apparently, “Yogurt”—the largest word on Clairol’s […]

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