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using the promoted products. Hair shows occur at the
international, national, regional, and local levels.
Hair care industry market revenues grew to $4.2 billion in
1988. During that year, shampoo sales rose by 4 percent,
conditioner sales rose by 9 percent, and styling products sales
rose by 30.7 percent. Hair sprays and hair styling products were
growing at double-digit rates.
D. The Creation of John Paul Mitchell Systems
John Paul "Jones" DeJoria grew up in Los Angeles. Following
his graduation from high school, he enlisted in the Navy. Upon his
discharge therefrom, he had a variety of sales jobs, selling
products such as encyclopedias, photocopiers, insurance, and
magazines. In the early 1970's, Mr. DeJoria began working in the
beauty products industry for Redken. He held several positions
including field sales representative, district manager (Texas), and
national chain and salon manager. While employed at Redken, Mr.
DeJoria gained extensive experience in the sale, marketing,
promotion, and distribution of beauty products. He possessed
exceptional organizational, managerial, and marketing skills.
Messrs. Mitchell and DeJoria first met in the early 1970's.
They eventually developed a close friendship. In 1979, they joined
forces to market Mr. Mitchell's hair care products (particularly
the sculpting lotion) through professional-only hair salons. Mr.
DeJoria believed he could successfully market the line. Initially,
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