US women new fashion:Palin's Style Sparks Buying Frenzy

Fashion companies have discovered a lucrative new marketing vehicle: Sarah Palin.

Since John McCain chose her last month as his running mate, Gov. Palin's personal style has sparked a buying frenzy. Many women are snapping up her choices of shoes and eyeglasses and blogging about which brand of lipstick she wears. Hairstylists and wig sellers report sudden demand for her trademark up-dos. Indeed, the brands behind Gov. Palin's fashion taste have gone into overdrive seeking to cash in on the association.

On Wednesday, WigSalon.com issued a news release boasting that it has wigs and hair pieces "that reflect the new looks made popular by Sarah Palin," along with style tips to "instantly" achieve the swept-back style.

"Obviously we're going to get a jump from this," says Joe Aronesty, owner of WigSalon.com. In the past week, the company has sold about 25 Palin-esque wigs, ranging in price from $100 to the "Bargain Sarah Palin" wig for $46. "And it's not even close to Halloween," Mr. Aronesty says. Early next week, Mr. Aronesty plans to send a newsletter to his 25,000 subscribers highlighting Palin wig options and styling tips.