Online Exclusives

Not Your Mothers Multiplies in Mass Market

By Melissa Meisel, Associate Editor | April 2, 2012

Hair care brand adds nearly 7,500 new retail outlets in 2012.

Not Your Mother’s (NYM) debuted in 2010 and has received a phenomenal response from consumers, retailers, media and even celebrities. The brand’s signature eye-catching packaging and quirky product names coupled with high performing formulas and a strong sales and marketing campaign have proven successful, according to the company.

Created by Demert Brands, Inc., the NYM portfolio includes nine cornerstone SKUs: 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 dry shampoo) and Rise & Shine (a light shine mist).The suggested retail price for each product is $6.
“The concept for Not Your Mother’s came to us as we investigated our customer’s (the retailers) needs,” said Bethany Pagliarulo, owner of DeMert Brands, Tampa, FL. “We saw an opportunity for a young, fun, and very effective hair care line.”
The family of products from Not Your Mother's.
Currently stocked at Walmart and Ulta, the brand is now set to debut at almost 7,500 new retail locations in 2012. CVS, Kerr Drug, Duane Reade and HEB are among the new retailers carrying in NYM hair care. These additions will bring NYM’s store count to more than 10,000. For Spring 2012, the company is adding a Way to Grow Shampoo and Conditioner, two sulfate-free formulations with essential vitamins, herbs and bioactive extracts; and a Knotty to Nice detangler infused with Brazilian keratin. Also, retailers requested travel/trial sizes so the company took six of its original products and created a “take me with you size” in response to the demand.

The latest additions to the Not Your Mother's Family.
According to Pagliarulo, what makes NYM products different from others in the marketplace is its signature attention-grabbing packaging and playful product names coupled with high-performing formulas at a mass-market price.
“The line gives consumers reasons to smile,” she told Happi.“Our customer feedback is very positive when they discover a brand that truly delivers performance at an unbelievably affordable price. We are always looking for the ‘out of the ordinary’ to give customers a truly unique product that works.We also take tremendous pride in the quality of our products; if we say a product is going to do something specific for the consumer, we want to make certain the product will deliver.”
Future plans for the company include the finalization of an entire line of NYM bath products, set to roll out in the middle of 2012, and more hair care innovations for 2013.

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