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.

TARGET DEMOGRAPHICS BY THEIR SPENDING HABITS

Sales

HispanicsBlacksOthersTeens

FEAR ME KNOT

EKOS – ANDRIROBAENRICHED WITH EMOLLIENT ANDIROBA OIL, THIS TREATMENT SHAMPOO FOR

DRY HAIR PROVIDES GENTLE CLEANSING, LEAVING HAIR SOFT AND SILKY

BENEFITS TO MARRY

FEAR ME KNOT NATURA

Powerful and natural tool Brazil symbolizes F.M.K

multicultural vision Conditioner is perfect for

curly hair issues Affordable, sustainable,

natural, and environmentally friendly

Sells refills Financial Backing

Segue into the U.S. market Redefine Brazil as more than

Samba and Soccer F.M.K campaign is similar to

Natura’s real women adds Use of refill will help the

environment Globalize the Brand and our

Message Mass market exposure

THE FACE OF NATURA- THE FUSION OF CULTURE

CVS AND TARGET

Strategy: Brand awareness to create a unified beauty company that does not segregate due to hair texture

Tactics: Mass market will bring more consumer knowledge to “Fear Me Knot and Ekos

Tactics: To convert the 5.5% of black women who no longer buy at home relaxer kits

Tactics: 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 GOODS SOLD %

Retail Price Retail Margin Wholesale price

$19.99 40% $11.99

COG Wholesale price COG/WP

$2.63 11.99 21.93%

COST OF GOOGS – WEIGHTED AVERAGE

Sku's retail price/net revenue

Forecast Sales Cost Cost of goods

$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 Me Knots

PIPE Three Months Sales

Six Months Sales

Nine Months Sales

Twelve MonthsSales

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

Fear Me Knots

Net Sales Revenue

Cost of Goods

Sales Margin

AD & Promo, PR, Web, Present & Merch Costs

Overhead Costs

Net Profit Goal

Dollar Amount $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

FEAR ME KNOTS WEBSITE

WEBSITE NATURA - EKOS

Instructional video that shows functionality and benefits of Fear me Knots Comb

Tips and Tricks to achieve the perfect curls from professional stylist and Videos

Tips for mommies on detangling their babies hair

Collage of Beautiful curly hair models and everyday women and teens

The sustainability and point of difference

Brazilian and American Bloggers

The beauty of the Amazon pictures and videos

Education on Natura Ekos products and their commitment to conserve the environment

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, Pampa, 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 important transformation in this biome? What an inspiration this landscape brings you?

CONTEST

WEBSITE IMAGES