We have discovered the mix of botanicals that will solve one of the great dilemmas for women who desire perfect, smooth, straight hair. And this is how we are going to sell it: by saying it’s so good, so natural, and so safe, that you could eat it if you wanted to. Good, natural, and safe. These aren’t artificial words, or just a catchy sales hook.
I’d like you each to pick up the bowl next to you and smell it. Smells great, right? Now, please dip your finger into it. And now, taste it. Yes, go ahead! Delicious, right? There is truth in this advertising.
I’ve already mentioned the rise of botanical marketing within the hair and skin industry. We project that potential revenue in botanicals will outpace every other sector of the beauty industry over the next four quarters. Thanks to our internal research, we know that our competitors’ product lines, like Great Tresses’ Gentle Relaxation, for example, or World of Hair’s Au Natural, currently use a combination of lavender, myrrh, aloe, arnica, orris, and balm mint as primary ingredients for their proprietary formulas. The Recognizing African Beauty line tripled their holdings last year when they introduced a “natural” line of hair products.
The idea of gentle, natural hair treatments is gaining in popularity. Over the last two months, Hair Today has run five articles on the topic, and plans on devoting a regular monthly column to natural hair care tips and product recommendations. Even if the science behind the natural trend is inconclusive and under-researched, consumers don’t seem to care.
We are presented with a unique opportunity here, to seize the market just as the natural botanical trend is primed to explode. Our competitors’ products are not only of lower quality, but they have also failed to launch integrated marketing and advertising campaigns that emphasize this burgeoning trend. They have not tapped into an increasingly health conscious group of minority women consumers—Heart and Soul magazine, and the corresponding television show, are just one cultural litmus test showing just how mainstream “natural” can be.
And now, ladies and gentlemen of the board, I would like to introduce you to the product of the future.
Presenting Reenu-You Relaxing Natural Miracle Hair Tonic! It is the first all-natural chemical-free relaxer. Everything about this product will be original, in its proprietary formula, in its design, and in its cutting-edge marketing plans. We’ll market through the stylist community first, of course along, with direct marketing, infomercials and radio. We’ll begin in Chicago and New York, immediately.
We are going to put traditional relaxers out of business and make a fortune.