By  on January 14, 1994

NEW YORK — Cosmair is making its first major attempt to loosen Procter & Gamble’s grip on the hair care category with a new shampoo and conditioner called Hydravive Performance.

The effort by Cosmair — the New York-based licensee of L’Oreal SA — is the latest in the French parent company’s long campaign to claim American market share in the hair category and in the makeup, skin care and fragrance segments of the industry.

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