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Fame Game

Fan see, fan do: Get your product into the hands of stars . . . and their devotees.

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This story appears in the June 2001 issue of Entrepreneur. Subscribe »

"Aerosmith's Steve Tyler buys it by the case," InStyle magazine raved about Heavy Duty hand cream.

When a rock legend buys lotion in bulk, it's news for fashion magazines-and big news for Alexandra Volkmann. "Tyler's such a Heavy Duty kind of guy," says Volkmann, creator of the product and "chief mechanic" of Heavy Duty Products, the 3-year-old Carmel, California-based body-care products company, "he's perfectly aligned with our brand."

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