There is an ad on television about hair coloring. It’s called "Preference" by L’oreal. At the beginning of that ad, you see a very beautiful young lady. There is a face on the screen. Then you get a close-up of the hair, and it is beautiful. The hair is bouncy and in control. There are no split ends. The young woman is very, very happy as she shows you what this hair coloring can do. After about twenty seconds of telling you all of the marvelous things that can happen, she tells you that L’oreal is just no ordinary hair coloring; rather, L’oreal is for those people who are really very, very special. She is very, very special. The extra price is worth it because she’s worth it. She’s worth Preference by L’oreal.

As I watch that commercial, I realize that it touches a very deep-seated need …