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Clairol Herbal Essences, the Procter & Gamble haircare brand, has

signed an innovative deal with IPC Media that will see it sponsor a

'double-cover' issue of essentials.

The July cover features Brookside's Claire Sweeney making her cover girl

debut with her regular brown hair. Inside, a dummy cover shows a similar

image of Claire sporting bright red hair to promote the new Clairol

Herbal Essences Infinitely Intense Reds range.

As part of the deal, Clairol has also sponsored the first edition of

Hair Ideas, a brand extension of essentials.

P&G last week announced it was acquiring the Clairol brands from Bristol

Myers Squibb for pounds 3.4bn.