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98 Degrees Ink A 'Totally Organic' Deal
03/01/2001 1:00 PM, Yahoo! Music
Brett Atwood
(3/1/01, 1 p.m. ET) -- 98 Degrees has inked a promotional deal with Herbal Essences, Clairol's hair-care, facial-care, and body-care line. The campaign will provocatively feature the quartet in both print ads and television spots, continuing Herbal Essences' series of steamy, "totally organic" advertisements.
98 Degrees, which comprises brothers Nick and Drew Lachey, Jeff Timmons, and Justin Jeffre, will be featured in a television campaign starting in March. As part of the new relationship, 98 Degrees will participate in several contests, sweepstakes, and publicity activities on behalf of the brand. In addition, Clairol Herbal Essences is the sponsor of 98 Degrees's concert tour in support of its latest album, Revelation, which begins March 22 at the Rupp Arena in Lexington, Kentucky. Opening for 98 Degrees on tour will be Dream, the Baha Men, and Debelah Morgan.
-- Jason Gelman, New York
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