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Other Crimpers Salons subsequently opened in Boston, Chicago,
Dallas, and Philadelphia. In 1971, Mr. Mitchell sold his share in
Crimpers and spent a year away from the hair styling industry.
In 1972, Mr. Mitchell returned to the hair styling industry,
opening the Superhair Salon in New York City, a high-fashion salon
and cutting school. Several years later, he moved to Hawaii. His
reputation as a master stylist continued, and he was invited to
perform as a guest platform artist at professional beauty shows
throughout the United States.
While demonstrating his techniques at professional beauty
shows, Mr. Mitchell developed the "sculpted look" of hair styling.
This new look started with an excellent cut. A product was
introduced by Mr. Mitchell that gave the cut greater versatility,
permitting the setting of hair without rollers or a curling iron.
Mr. Mitchell's product, called "liquid styling tool", was a gel-
like liquid that set hair in the shape into which it was combed.
Mr. Mitchell's product line was marketed in orange and white
bottles and sold only at the hair shows where Mr. Mitchell
demonstrated his hair styling techniques. Mr. Mitchell's initial
efforts to market his product line proved unsuccessful.
C. The Hair Care Industry
The hair care products industry is segmented by distribution
channels. "Mass market" products are sold directly to consumers
through major retail outlets, such as supermarkets, drugstores, and
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Last modified: May 25, 2011