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NEW YORK -- Rogaine will soon have a cousin in mass-market hair care.
In April, Progaine, a line of shampoos and conditioners developed by Rogaine marketer Pharmacia Consumer Healthcare, will hit shelves in drugstores, mass merchandisers and food chains nationwide.
Progaine, which, unlike Rogaine, contains no minoxidil (hair regrowth ingredient), targets women 35 and older who define themselves as having fine or thin hair, a demographic group about 24 million strong, according to Pharmacia. The brand, which promises "thicker" hair, "fullness" and "more volume," consists of two shampoos, a conditioner, a two-in-one shampoo-conditioner and a...