Dom-2 is Russia’s best locally-created reality show and most popular. The Dom-2 guys are the hottest new tv stars.Association with Dom-2 gave Taft the edge it needed. First for Taft: a massive LOCAL project. First for the product type: fusing brand into content: Taft stylist’s lessons educate and generate product interest.Taft creates style, teaches people how to become stylish and wins the audience’s hearts!Endorsement by tv’s coolest stars identifies Taft as Russia’s coolest styling trendstetter.

Taft market share increased 10% after long period of decline.Clear trend: Taft is disappearing from shelves!Dec2006 sales 34% higher than Dec2005Jan2007 sales 15% higher than planned, and 95% more than Jan06!AND, Taft changed the life of one Dom-2 member: she decided to become a stylist!