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IMC Announces Launch of Borghese Premium Hair Care Line


NEW YORK, NY (January 19, 2012) – Leading global cosmetic, skincare, fragrance, and spa company Borghese, Inc., along with Primary One Brands – a leader in the high-end professional salon branded product manufacturing and distribution industry, are pleased to announce the launch of a new premium line of hair care products by Borghese.  
Available beginning in January 2012 at retailers nationwide, the new line of Italian-inspired products features a range of professional grade, botanical enriched shampoos, conditioners and styling products, from Venetian Volumizing Shampoo and Conditioner to Salermo Silking Hair Oil. The products are formulated with Borghese’s proprietary Acqua Di Vita® Complex, the main age-defying ingredient found in many of the company’s products. This Complex is found in mineral waters and volcanic mud in the Italian region of Tuscany, and is known for its rejuvenating effects.
The new Borghese line of hair care products will not only live up to the professional-grade, high-quality product the Borghese brand is known for; it will also be more accessible to the everyday consumer. With a price point ranging from $13 to $18, the new hair care products will be sold in national drugstore chains and department stores, from CVS/Pharmacy and Walgreen’s, to Duane Reade and more.
According to Anthony Eluck, president and COO of Primary One Brands, “We are excited to extend the great heritage of the Borghese brand into the hair care arena. Incorporating proprietary Borghese ingredients into premium formulations has resulted in a fantastic product line that consumers with all hair types will love.”
 “Borghese is built on a heritage that dates back to the 14th century when people first sought the healing waters of the Tuscan Earth,” said Georgette Mosbacher, president and CEO of Borghese, Inc. “Today, we are actively pioneering new products which are responsive to a woman’s beauty needs and wants, while staying true to our heritage. The new hair care line allows a broader range of consumers to enjoy our innovative and meticulously-designed products.”
Collaborating with Borghese, Inc. and Primary One Brands in the launch of this endeavor is IMC, a leading licensing and global brand management company. Kim Steadman, IMC’s senior director of partner development, said, “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. 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.”
The new line of Borghese hair care products ranges in price from $13 to $18 and includes Venetian Volumizing Shampoo and Conditioner; Modena Moisturizing Shampoo and Conditioner; Salermo Silking Hair Oil; Tuscany Thickening Cream; Giovanni Volumizing Hair Gel; Siena Styling Spray; Siena Finishing Hair Spray; Milan Volumizing Mousse; and Capri Style-In Conditioner. It is currently available at select CVS/Pharmacy locations, scheduled to hit shelves at additional retailers nationwide in the coming months. For more information, visit
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About Borghese, Inc.
Headquartered in New York, NY, Borghese is a worldwide leader in premium skincare and cosmetics. Built on a heritage that dates back to the 14th century when people first sought the healing waters of the Tuscan Earth, Borghese was the first to respect the synergy between health and nature, luxury and science. Offering the consumer products that allow them to create their own sanctuary, a place to relax and feel revitalized, Borghese derives inspiration from the lush mountains and aromas of Tuscany for a soothing atmosphere in your own private enclave. It’s the beauty of Borghese. With its rich Tuscan heritage attuned to all the pleasures of nature, all the luxury of total pampering. For more information please visit
About Primary One Brands
Primary One Brands is a privately-owned company with corporate offices in New York and distribution centers throughout the nation. The company, known for its superior customer services, provides high-end professional salon branded products to all classes of trade including hair care, nail care, skin care, fragrance and appliances. For more information, please call sales 877-988-7111.
IMC is a full-service global agency which offers a unique balance between brand strategy and brand licensing expertise. We help brand owners and manufacturers innovate through strategic partnerships, making great new products happen. IMC has worked with companies like Sunkist, TABASCO, Valvoline, General Mills, Butterball and Borghese. For more information, please visit

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