Naturally Beautiful, Healthy Hair 1 The first hair care line to - - PowerPoint PPT Presentation

Naturally Beautiful, Healthy Hair

1

The first hair care line to effectively & beautifully blend natural oils from around the globe with an elixir of extracts and minerals from the legendary Dead Sea.

A truly natural approach to protecting, nourishing, and repairing hair

2

Meeting Agenda

• Topganic Brand Background
• Philosophy, Mission & Strategies
• Topganic Today & Planning Ahead
• Product Portfolio & Organization
• New Collection Introductions
• Building a Partnership

3

Brand Philosophy

• Strengthen hair’s defenses against environmental stressors with Omega Fatty acids

and powerful natural protectants, anti-aging elements and moisturizers

• Create hypoallergenic and dermatologist tested formulas safe for all hair types
• Provide the most advanced recovery and restorative treatments to revive hair that is

lifeless, damaged, and over processed

• Capture the incredible benefits of legendary “secret” ingredients from exotic

locations around the world

• Harness the power of the Dead Sea and bring all its curative powers into our

innovative products for hair

All formulas are SLS/SLES-Free, Paraben-Free, Cocomide DEA-Free and offer the highest quality of natural ingredients

4

Mission

• The mission of our brand is to bring ancient recipes from around the world to modern

beauty regimens

• The secrets of these natural oils have been passed down from generation to generation
• Our brand is the first to infuse hair care products with these oils and the raw minerals
• f the Dead Sea
• Derived from ancient apothecary blends for the elite and royal, and our brand has been

able to capture these legendary, natural formulas

• To bring luxury to the mass market, by offering a professional hair care line at an

affordable price

5

Brand Strategies

• Our vision is to bring the virtues of natural ingredients and hair care technology

through our expertise and innovative products to consumer worldwide

• To bring attention to the importance of the beauty benefits of exotic natural oils

and also highlight the importance of minerals for the hair and scalp

• Providing a truly natural approach to protect and nourish hair with the brands

luxurious range of shampoos, conditioners and treatments

• To focus on hair care as a way to elevate our scientific credibility, our positioning

and maximize sales in the fastest growing category

• To work tirelessly to help prevent further damage from chemicals, heat styling and

pollution

• To expand awareness of the brand and its benefits with target consumers using PR,

social media, regional advertising, retailer events, sampling

6

An Evolution of Unique Brand Identity

• Renown experts in the hair care category
• Consistently speaks to unique, proprietary ingredients and desired benefits
• Communicates innovation and expertise to beauty consumers
• Offers improved formulas that incorporates all the benefits of healthy hair

positioning from scalp to tip

• Leverage the virtues of the regions specific to these natural ingredients to bring the

most innovative hair care products

• To promote other vital natural oils and bring attention to other ingredients that help

maintain hairs health, shine and beauty

7

• For thousands of years the Dead Sea has attracted visitors searching to

experience the curative benefits of the mineral rich waters

• Active Dead Sea Minerals have unique and immediate benefits for skin

and scalp

• Topganic scientists and R&D have a innovative compound that contains a

careful balanced concentrate of Dead Sea Minerals that restores hair hydration and balance

• Dead Sea minerals promote a healthy scalp and healthy hair so hair is

revitalized from scalp to tip

Dead Sea

8

Our collection of products is expertly blended with a cocktail of natural moisturizers to enrich and improve hair’s health, shine, and beauty Grapeseed Oil

Rich in Vitamin E, proteins and minerals, this oil is absorbed quickly by the scalp and moisturizes hair from root to tip

Linseed Oil

Omega acids in this organic oil contribute in healthy hair growth that nourish hair and help to repair brittle split ends and over processed strands

Sweet Almond Oil

Helps to calm frizzy hair with intense moisture and secures hair against environmental stressors and pollutions

Jojoba Seed Oil

Proteins and minerals enrich hair and scalp, helping to repair split ends, protect against sun & heat damage, leaving hair shiny, healthy and balanced

9

Chamomile

Powerhouse of antioxidants that moisturizes and adds a bright golden glow to dull hair and helps soothe an irritated scalp

Calendula

Natural restorative properties deeply hydrate, repair and nourish the scalp and follicles. It is also know for its regenerative properties that help the hair follicles grow

Avocado Oil

Myriad of over 25 vital nutrients including vitamins A, B, C, E and K helps restore dry, frizzy and over processed hair. It is easily absorbed by the scalp so it is great for turning dry dull hair into shiny healthier hair

Borage

Proteins and minerals enrich hair and scalp and provide voluminous and lustrous locks. Its curative properties help strengthen and make hair both healthy and balanced

Aloe Vera

Rich in antioxidants, Vitamin C, E, B, allatoin, minerals proteins and amino acids helps strengthen weak hair due to damage and get rid of dry hair and enhance the blood circulation process

10

11

Brand Overview

Product Strategies

• To address gaps in the hair category assortment with line extensions that feature key

natural ingredients

• Dead Sea Water
• Argan Oil
• Obliphica Oil
• Baobab Oil
• Brazilian Nut Oil (Launching Spring 2015)
• To address consumer buying habits with additional product offerings
• Trial & Travel Sizes
• Liter Sizes
• Introductory/Travel kits
• Introduction of new body care products that effectively combine natural oils and

minerals from the Dead Sea that help nourish, hydrate and replenish the natural moisture factor in the skin (Launching 2015)

• Corrects • Smoothes • Protects • Hydrates • Nourishes

12

Phase I – Launch

• Introduced Core Line
• The Power of Balance: Dead Sea Minerals meet 100% Natural Oils from around

the world for perfectly balanced, naturally hydrated hair. Topganic offers efficacious hair care that provides ongoing moisture and nourishment for healthy, soft and radiant hair.

• Launch 3 Franchises:
• Argan Oil from Morocco
• Obliphica Oil from Russia
• Baobab Oil from Africa

13

BRAND LAUNCH

BRAND EVOLUTION

Phase II: Expansion

• Success of key hair SKUs leads to decision to focus and extend hair category,

building on “in home” & “on the go” professional salon experience on next leading hair trend. Spring 2015 (5 products): Brazil Nut Shampoo w/ Keratin Protein Brazil Nut Conditioner w/ Keratin Protein Brazil Nut Treatment Hair Mask w/ Keratin Protein Brazil Nut Intensive Oil Brazil Nut Design & Sculpturing Styling Lotion w/Keratin Protein Spring 2015 (4 products): Treatment Hair Mask Packet's (all 4 franchises) Spring 2015 (trial kits) Starter kits Travel kits

14

Product Collections

15

Argan Oil from Morocco

16

Argan Oil Collection

• Authentic and pure 100% Argan oil from Morocco that quickly replenishes hair

moisture leaving it smooth and rejuvenated

• Only collection to harness the beauty benefits of the Dead Sea water and minerals in

the high performing shampoo, conditioner and treatment mask

• High levels of essential fatty acids help counter drying and loss of elasticity
• Provides hydration so the hair becomes silky and radiant and healthier
• Enriched with Vitamin E that helps tame frizz, retain moisture and returns shine to

the hair including the ends due to powerful anti-oxidants

• Contains the super Omega 6 - Linoleic acid which stimulates the scalp and is known

to stimulate hair growth Shampoo, Conditioner, Treatment mask and 100% Pure Argan Oil

17

Obliphica Oil from Russia

18

Obliphica Oil Collection

• 100% pure Obliphica oil from Russia, known as Sea Buckthorn, is a yellow orange

powerhouse of moisturization and healing for the hair

• Rich in Vitamin E and C that restores damaged hair and brings back the luster to

dull dry hair

• High in fortifying fatty acids and bioactive compounds, this oil from the vitamin-

rich sea berry to tame frizz by smoothing the outer cuticles of your hair, making it smooth and sleek and seals strands against humidity

• Disappears into the hair with no signs of residue and adds tons of softness and

shine as it provides a multi vitamin layer of protection against heat styling Shampoo, Conditioner, Treatment mask and 100% Pure Obliphica Oil

19

Baobab Oil from Africa

20

Baobab Oil Collection

• Authentic and pure 100% Baobab oil from Africa is a well kept secret and is known

as a healing oil that helps preserve hairs elasticity and aids in correcting damaged hair by locking in moisture

• Rich in Omega Fatty acids and Vitamin A,D, E & F, this highly anti aging oil
• Protects the hair against free radicals which can cause damage and frizz
• Weightless oil quickly absorbs leaving no residue and locks in moisture with

intense hydration

• Highly moisturizing with soothing properties from the Omega 3, 6 & 9
• Rich in vitamins that are actively involved in the rejuvenation and renewal of the

hair while helping to soften damaged over processed hair immediately Shampoo, Conditioner, Treatment Mask and 100% Pure Baobab Oil

21

Brazilian Nut Oil from Brazil

Brazilian Nut Oil Collection

• Authentic and pure 100% Brazilian nut oil is a refined recipe enriched with

Brazil nuts, which are known as one of nature’s best sources of selenium, an important mineral for healthy scalp appearance.

• Rich in Omega 3 Fatty acids and Vitamin A,D, E & F that are actively involved

in the rejuvenation and renewal of the hair while helping to soften damaged

• ver processed hair immediately
• Brimming with alpha-linolenic acid which helps nourish & condition the hair as

well as contains a perfect balance of shea butter, avocado oil our proprietary keratin protein to help hydrate and nourish

• Keratin protein, repairs the quality of your hair while imparting a protective

coating that lasts between washes and leaves your hair shiny, bouncy and silky soft. Shampoo, Conditioner, Treatment Mask, Style & Go Moisturizing cream and Leave-On Silk Serum

23

Support Plan

24

Spring 2015 Objectives

• Elevate brand via:
• New visual campaign to help educate the consumer on the brand in-store
• New product offerings that showcase brand’s strong R&D heritage
• Leverage greatest asset, the Dead Sea, to tell brand story, reinforcing entire

portfolio

• Continue to reintroduce successful SKUs to the marketplace with a 360 degree

marketing campaign using enhanced in-store promotions, sampling, PR, social media, and advertising

• Use new visual campaign to heighten and expand awareness of the brand and its

benefits with target consumers

• Increase consumer awareness via in-store and online through promotion of travel

sizes that encourage trial and awareness

• Build brand awareness during peak selling times like Holiday and Mother’s day

with Promotional gift sets

25

Gift Sets & Promotions

• Support sell-through
• Strengthen brand awareness
• Animate shelves and gain additional facing and promotion in additional areas
• Promote seasonal products to encourage trial of Topganic regimen
• Create awareness of breadth of Topganic collection
• Gain new customers and increase knowledge of full collection in returning Topganic

customers

26

Deluxe and Travel/Trial Sizes

Travel Shampoo: 3.38OZ Travel Conditioner: 3.38OZ Intensive Treatment Mask: 3.38OZ

Travel Intensive Oil: 1OZ Treatment Hair Mask Sachet: 1OZ 27

Editor Mailings Desksides

In-book/ On-line/ Broadcast/ Print

Launch Events

Guerilla Marketing Pay-per- play/ Matte Releases

360° PR Strategy

28

• Topganic has partnered with a cutting edge, world renowned boutique beauty PR

firm based in NYC Goals:

• Create brand recognition within beauty publications and media outlets, both print

and online

• Plans to hold launch event for new products in 2015 Upcoming events to raise brand

awareness

• Desksides
• Regional & Blogger mailings
• TV placements on top daytime shows
• Social media outreach

– Contests

PR Plan

29

Strategy:

• Grow consumer database by increasing awareness
• Grow revenue by increasing conversion
• Focus on brand awareness & image, engagement and lead

generation

• Establish and grow core online channels

– Search, Affiliates, Email, Social, Shopping Engines

Objectives/Goals:

• Focus on unique purchasers
• Market to current database
• Utilize affiliate network publishers to help grow awareness
• Implemented Bing and Google shopping
• Capture potential customers through sale, e-mail
• Long term- develop cross channel, cross brand partnerships
• Develop strong partnerships with brand partners and be cross

promotional and build exclusive programs on-line

30

Brand Loyalty

31

Brand Loyalty

32

Build Fan Database

• Begin blogger network & cultivate relationships
• Ongoing Facebook ad campaigns
• Viral sampling targeting new qualified leads

Build Engagement

• Cross-brand partnerships
• Cross-channel & blogger contests
• Increased regularity of posts
• More diverse content & imagery

Convert Fans/Visits to Conversions

• Move away from deals and freebies
• Gain conversions by fan-outreach and product

personalization

Expand Social Media Footprint

Social Media Strategy

33

Press

34

THANK YOU

35