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Dippity-do Creates an Edge

NEW YORK — Diamond Products is on a roll. After last year’s successful launch of Dippity-do Sport, the Tampa, Fla.-based company is launching another spinoff of the $10 million hair gel brand. <br><br>Hitting shelves in April is Dippity-do...

NEW YORK — Diamond Products is on a roll. After last year’s successful launch of Dippity-do Sport, the Tampa, Fla.-based company is launching another spinoff of the $10 million hair gel brand.

Hitting shelves in April is Dippity-do Techno-Style, a five-item line of styling products targeting teens. Packaged in bright orange containers, Dippity-do Techno-Style consists of Radical Jelly gel, 3D Styling Mousse, Stretch Putty, Shine Pomade and Texture and Waves gel. According to Bo Young, senior vice president of marketing for Dippity-do, retailers have purchased stockkeeping units relative to their hold factor, following consumer trend purchases of Dippity-do Sport. “Highest-hold products are the bestsellers,” Young confirmed.

The company plans to promote the newest Dippity-do line during ESPN’s Summer X Games, to be held in Los Angeles in August. Promotions will include on-site sampling to the 350,000-person audience, as well as TV spots. Dippity-do is the sole hair care sponsor for the Summer X Games.

Diamond Products’ chief executive, Thayer Smith, explained that compared to Dippity-do Sport, Techno is more of a lifestyle brand than a beauty brand, and will be promoted accordingly. “It’s more for the Avril Lavignes than the Britney Spears,” Smith said, referring to Techno’s cutting-edge image. “Techno is about expressing one’s individuality.”

Techno will be merchandised alongside Sport in the hair care section of stores. Young expects some cannibalization of Sport, which he said will mostly be attributed to the trial of Techno. Techno will retail for 10 to 20 percent more than Sport, at prices between $2.99 and $4.99.

Pete Columbia, formerly of Andrew Jergens, has joined Diamond Products as senior vice president of sales, in charge of the company’s hair care portfolio, including White Rain, Te Tao, Toni, Rave, Adorn, Dry Look and Dippity-do. Columbia estimates Techno could generate up to $2 million in first-year sales.