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New look, new fragrance, new products at Dr. Miracle’s.
September 30, 2011
By: TOM BRANNA
Editor
Dr. Miracle’s, a leader in the ethnic hair care industry, evolves beyond hair repair positioning and drives the brand forward with a comprehensive re-launch. September 2011 marked the introduction of the brand’s multi-tiered innovation initiatives, kicking off with updates to product formulas, packaging and advertising. “First and foremost, we’ve increased our understanding of our consumer, learning more about why she likes our brand and why she uses our products. The answer: Our products have helped her repair her hair.So, she knows, first-hand, that our products work,” said Dr. Miracle’s CEO Randy Zeno. “Our new direction will build on these findings to show her that in addition to helping her get healthy hair, Dr. Miracle’s can help her keep it healthy and beautiful.” The most noticeable development will be the brand’s evolution of appearance at store-level. The packaging redesign reflects Dr. Miracle’s’ efforts to increase consumer shopability. Recent studies show that consumers have trouble determining the optimum products to address their treatment and maintenance needs. Reinforcing product efficacy as well as supporting consumer preferences, the new packaging design clearly highlights product benefits, attributes, and key ingredients. Other distinguishable changes include an updated brand logo and a new milder, citrusy product aroma. The fan-favorite tingling sensation remains. Within the ethnic hair care category, natural ingredients have become increasingly important to the consumer. Dr. Miracle’s products have now been reformulated to include vitamins and natural ingredients, like shea butter, aloe, coconut, jojoba, and olive oils that are known to condition nourish and strengthen hair. In addition to product development, the brand will be channeling this understanding of their consumer into a new advertising campaign, event outreach campaigns, marketing efforts, and digital programs. The rollout of a new company website is anticipated for later this year as well as the introduction of the first-ever official Dr. Miracle’s mobile application. Maintaining a loyal consumer following, it has become crucial to furnish customers with solutions for their specific hair and personal care needs. Dr. Miracle’s VP of Marketing Arnisha Hallett-Jones commented, “This is an exciting time for me to have joined the team! Within the past six months we’ve been busy behind the scenes repositioning, repackaging and reformulating.Now, we’re ready to show our consumers the evolution of Dr. Miracle’s with a new look, new products, new advertising, a new website, and new social media programs designed just for them. We’ve created a brand that truly celebrates our consumers as part of the family.” New product developments include: Edge Holiday Gel ($5.49), Acai Thermal Protection Styler ($5.99), Daily Moisturizing Lotion ($3.99), Conditioning Shampoo ($5.99), Leave In Conditioner ($5.99). No-Lye Relaxer ($8.99) and more. In the US, products are available nationwide at local beauty and barber stores, national chains including Target, Walmart, Kmart, Sally’s Beauty Supply, CVS, Walgreens and Rite-Aid; and online at major drug chains websites and www.DrMiracles.com.
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