Procter & Gamble (P&G) is to relaunch the Fekkai luxury hair care label with a single edited line, in both the mass and prestige markets. The strategy replaces two separate lines, which the company said created confusion and logistical problems in the past. Fekkai was originally a luxury brand when it launched in 1995, but four years ago P&G chose to distribute the brand in two lines: 'Classic' to the mass market and 'Advanced' to the luxury market.
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