HOW TO COMB CURLY HAIR The general rule of thumb is to never brush wet, damp or dry curly hair because it is prone to be naturally dry and fragile and can easily be damaged. The best way to detangle naturally textured hair is to do so in the shower with a generous amount of conditioner and your fingers. If the fingers are not a workable option, a wide toothed comb or pick with smooth teeth is the next best bet.
TRENDS AND $$$$$ White, Black, Latino, Asian, Indian… curly hair does not discriminate. Different races share the curls but texture is unique and applies more to ethnicity. Shampoo and conditioner is the only sector to expect real growth—7% in constant dollars by 2011—while styling products will decrease 6% in constant prices. Hair color will experience the greatest decline in sales through 2011, followed by relaxers 48% of the U.S. Latino population are women 34% of women have wavy hair 11% of women have curly hair Spring 2011 trend is all about natural wavy curly hair Consumers expect products that are specifically developed for their hair structure and needs
NEW PRODUCT New Product and Brand Launch: comb that disperses conditioner or detangler to aid in the combing of curly hair. In between the teeth of the comb, a small opening will release the Ekos, conditioner from Natura that is refillable to aid in the combing of your curls an. It can easily be cleaned in the shower with water. The product will evenly distribute the conditioner with the push of a button that resides on the body of the comb that can optionally open and close the chamber where the product resides and connects to the communication with the teeth portion of the comb.
EKOS – ANDRIROBAENRICHED WITH EMOLLIENT ANDIROBA OIL, THIS TREATMENT SHAMPOO FOR DRY HAIR PROVIDES GENTLE CLEANSING, LEAVING HAIR SOFT AND SILKY
FEAR ME KNOT NATURA Powerful and natural tool Segue into the U.S. market Brazil symbolizes F.M.K Redefine Brazil as more than multicultural vision Samba and Soccer Conditioner is perfect for curly F.M.K campaign is similar to hair issues Natura’s real women adds Affordable, sustainable, natural, Use of refill will help the and environmentally friendly environment Sells refills Globalize the Brand and our Financial Backing Message Mass market exposure BENEFITS TO MARRY
CVS AND TARGETStrategy: Brand awareness to create a unified beauty company that does not segregate due to hair textureTactics: Mass market will bring more consumer knowledge to “Fear Me Knot and EkosTactics: To convert the 5.5% of black women who no longer buy at home relaxer kitsTactics: To compete with our consumer’s favorite products
SALES FORECASTING At home relaxer kits, sales are down by 5.3% Unit Volume is down by 5.5% (1.5 mil.) If 60% of these women were to buy “Fear me Knot” the # is 49,500 Latinas buy double of any other race in personal care products considering they also have a greater curly hair population that does not need or relaxes their curls (49500 x 3) = 148,500 50,000 units went to any other race with curly hair 25,000 Miscellanious teens, 40 plus, the rest of the 40% who are no longer relaxing, anyone without curly hair that likes to come and condition their hair
COST OF GOOGS – WEIGHTED AVERAGE Skus retail Forecast Sales Cost Cost of goodsprice/net revenue $11.99 300,000 $3,598,200.00 $789,000.00 22% $7.49 350,000 $2,622,900.00 $471,240.00 18% Total 650,000 $6,221,100.00 $1,260,240.00 20%
TOTAL LAUNCH ESTIMATE (ALL DOORS)CVS AND TARGET (8,545) PQ for Fear PIPE Three Six Months Nine Twelve Me Knots Months Sales Months Months Sales Sales Sales 145,265 102,588 1,538,100 1,657,730 1,751,725 2,230,245 PQ For Ekos 170,900 128,175 1,922,625 2,093,525 2,178,975 2,563,500
P&L FOR FIRST QUANTITY 300 &350 THOUSAND AD & Promo,Fear Me Net Sales Cost of Sales PR, Web, Overhead Net ProfitKnots Revenue Goods Margin Present & Costs Goal Merch CostsDollarAmount $5,350,000.00 $1,260,640.00 $4,089,360.00 $1,070,000.00 $1,400,000.00 $1,428,720.00% of Sales $5,350,000.00 23.56% 76.44% 20.00% 26.17% 26.71%
FEAR ME KNOT COMB FORECAST Per Door Estimate PQ 17 weekly sales 12 Pipeline ( first 15 weeks) 180 additional ( 3 months) 180 6 months 194 9 months 205 12 months 261
FORECAST FOR EKOS CONDITIONERPER DOOR ESTIMATE STORE PQ 20 Weekly Sales 15 Pipeline 225 Additional 3 Monthhs 225 6 months 245 9 months 255 12 months 300
WEBSITE NATURA - EKOS Instructional video that shows The sustainability and point functionality and benefits of of difference Fear me Knots Comb Brazilian and American Tips and Tricks to achieve the Bloggers perfect curls from professional stylist and Videos The beauty of the Amazon Tips for mommies on pictures and videos detangling their babies hair Education on Natura Ekos Collage of Beautiful curly hair products and their models and everyday women commitment to conserve and teens the environmentFEAR ME KNOTS WEBSITE
WWW.FEARMEKNOT/EKOS CONTEST.COM To celebrate the International Year of Biodiversity, Fear me Knots and Natura Ekos launches a promotional contest. The winners will embark on an incredible journey to the Amazon to learn the ancient nut of Sustainable Development Reserve Iratapuru River in Amapá, where they can monitor, closely, the intricate work of the community in collecting nuts. This experience will be photographed and narrated by the travelers themselves, * and published in an edition of National Geographic Brazil and the Winner will be featured In the next fear me Knot camapaign. To compete for the prize, choose one of the biomes (Amazonia, Atlantic Forest, Cerrado, Caatinga, Pantanal, Pam pa, Coastal Zones and Marine ) and tell, through pictures and previously unpublished manuscripts of his own, which is his personal story about this place. Have any special memories? Witnessed some