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Not Your Mother's bolstering distribution by 7,500-plus retail outlets

TAMPA, Fla. — Hair care brand Not Your Mother’s has announced that it is adding more than 7,500 new retail outlets to its distribution in January.

Come 2012, the collection will expand distribution to CVS, Target, Supervalu (Jewel Osco, Shaws, Cub Foods), H-E-B, Duane Reade, Shopko and Soap.com. The line currently is available in 1,500 Walmart stores and all Ulta stores, as well as in Harris Teeter, Albertsons LLC, Lowes Foods, Schnucks, Hi-School Pharmacy, Navarro Discount Pharmacy, Dierbergs, Acme Fresh Markets and Bag N Save stores. The line also is sold on Drugstore.com, SalonSavings.com and Ulta.com, and in more than 100 college and university bookstores.

“In addition to our current retail mix, we are bringing in 6,200 CVS locations; 500 Supervalu stores, including Jewel Osco, Shaws and Cub Foods; 300 H-E-B stores; 258 Duane Reade stores; 134 Shopko stores; Soap.com and select Target stores by the first quarter of 2012,” stated Michele Sherbet, Not Your Mother’s brand manager and VP sales. “The retailers are excited to bring in this fresh, exciting line of products their customers have been asking for.”

Not Your Mother’s launched in 2010 and is a Tampa, Fla.-based company under Demert Brands. The brand’s signature eye-catching packaging and quirky product names, coupled with high-performing formulas and a strong sales and marketing campaign, have proven successful.

Not Your Mother’s current product lineup includes nine SKUs: All Eyes On Me (a shape and shine hairspray), She’s A Tease (a volumizing hairspray), Beat The Heat (a thermal styling shield spray), Smooth Moves (a frizz control hair cream), Kinky Moves (a curl defining hair cream), Beach Babe (a texturizing sea salt spray), Girl Powder (a volumizing hair powder), Clean Freak (a dry shampoo) and Rise & Shine (a light shine mist). An additional four SKUs are launching in first quarter 2012. The suggested retail price for each product is $6.

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