NEW YORK — Herbal Essences is taking every opportunity to reach its target customer in the first half of 2003. Recently, the $700 million global brand became the exclusive beauty sponsor for "American Idol," one of the most widely watched shows on television. The premiere of the singing contest on Jan. 21 captured more than 26.7 million viewers, the largest number of viewers in Fox TV’s 16-year history.

As a sponsor, Herbal Essences has so far distributed thousands of Herbal Essences Fruit Fusions hair care samples to the seven different regions across the country where auditions took place. Beginning Feb. 4, Herbal Essences will begin "herbalizing" all 32 of the final contestants — who were chosen on the January 29 episode, providing all hair care and hair color products backstage and where the kids live.

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