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DP Launches an Urban Experiment

July, 2007

New York, N.Y. -- July, 2007 -- Digital Pulp has just launched a hip, edgy website for Redken's new urban experiment brand of avant garde hair products (www.urbanexperiment.com). Encouraging stylistic experimentation, the site underscores this through a mix of unusual graphics, interactive games and reality-based webisodes.... all unique for a beauty product website.

Using the "Dare to Experiment" theme, individual pages suggest "dares" such as "hop the next flight out of here" or "give a lottery ticket to a stranger." The pages engage visitors to keep a diary, dare a friend and enjoy the posted music of an eclectic group of emerging artists.

The site also includes the personal stories and interests of real-life models, artists and fitness instructors and the hair styles they find edgy and self-expressive. In addition, urban experiment ties-in with cultural online magazine flavorpill to present an online webisode series called "Out of Town." Like a reality-show, the entertaining series presents urbanites visiting small rural towns to uncover fun, unexpected cultural experiences.

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