Not Your Mother's Haircare Is Taking Mass-market By Storm The Line Celebrates A Very Successful First Year
Not Your Mother's haircare (a Demert brand) launched last year with playful product names, eye-catching packaging and salon-formulas at mass-market pricing (all current 9 SKUs are $6). Young fans all over the US have embraced the brand. Walmart took in the brand as a test and are now selling in more than 1,500 stores.
- (1888PressRelease) May 12, 2011 - Not Your Mother's is the hip, creative hair care line that launched in 2010 in a few hundred Walmart stores as a test. The response was phenomenal and the line of essential hair styling products got instant rave reviews by its young, hip audience. Walmart reacted to the demand and is now selling Not Your Mother's in 1,500 stores.
"We are very fortunate to have loyal customers who know what they want and are not afraid to ask for it," said Michele Sherbet, Not Your Mother's brand manager. "Store managers have been bombarded with requests especially from our teen customers demanding they bring in the products."
In March 2011, ULTA brought in the line to all its almost 400 stores. Regional retailers such as Lowes Foods (100+ stores in NC and SC), Schnucks (90 stores in St. Louis and the Midwest), King Kullen (44 stores in NY), Hi-School Pharmacy (35 locations in OR and WA), Navarro Discount Pharmacies (28 stores in the Miami area), Dierbergs (23 locations in the St. Louis area), Acme Fresh Markets (17 locations in OH) and Bag N Save (12 locations in NE) all carry Not Your Mother's. Not Your Mother's is also available at 100+ college bookstores and with online retailers including drugstore.com and Ulta.com. Additionally, several major drugstore and grocery chains as well as beauty supply stores are bringing in Not Your Mother's in the third quarter of 2011.
The due diligence with focus groups and research before launching the brand has certainly paid off. The eye catching graphics with brightly colored hair sprouting from each bottle, attention-grabbing ad campaigns and a strong marketing, public relations and social media focus has put the brand in front of a young, savvy consumer.
Not Your Mother's was created out of the idea to provide high-quality products that combine performance with value pricing, while establishing a successful relationship with their customers. The current product lineup includes: All Eyes On Me (a shape and shine hairspray), She's A Tease (a volumizing hairspray), Beat The Heat (a thermal styling shield spray), Smooth Moves (a frizz control hair cream), Kinky Moves (a curl defining hair cream), Beach Babe (a texturizing sea salt spray), Girl Powder (a volumizing hair powder), Clean Freak (a refreshing dry shampoo) and Rise & Shine (a light shine mist). Each product retails for $5.99.
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