Innovative tool new to
U.S. market
Presentation for Wal-Mart Stores, Inc.
October 12, 2009
Innovative tool new to
U.S. market
Presenters:
Mr. Jakki Dee, Mr. Jason Ray, and the Jakki
Colours Concept Global Team
Agenda
• The Jakki Colours Brand
• Key Trends in Beauty
• Undesirable Product Features in the Marketplace
• Understanding the Desire of the Consumer
• The Edge™: Features and Benefits
• The Edge™: Design and Manufacturing
• Benefits to Wal-Mart
• Marketing Plan and Sales Strategy
• Wrap-up and next steps
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The Jakki Colours Brand
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Key Trends in Beauty
Trends in Hair Care Industry…In light of the recession
Women spend same or more on hair care
Trend toward multi-functional or convenient products
(Alexander, 2009; Brookman, 2008)
U.S. Personal hair care product sales -$10.65 billion by 2011
(Euromonitor International, 2007)
Consumers want products tailored to specific needs
(color, texture, etc…)
(Euromonitor, 2007)
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Key Trends in Beauty
• Consumers are:
– Making more educated purchase decisions
– Purchasing more health-conscious and safer products
– Seeking products that are easy to use and readily available
(Jakki Dee, 2009)
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Key Trends in Beauty
Millions $
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Key Trends in Beauty
Trend toward
at-home
treatments
and at-home
solutions for
hair care
(Brookman, 2008;
Alexander, 2009)
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Undesirable Product Features
in the Marketplace
Consumer concerns:
• Limited safety features
• Risk of sustaining major burns
• Time-consuming
• Difficult to use in hard to reach areas
• Lengthy heat-up and cool-down times
• Lack of convenience
• Possible heat damage
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Understanding the
Desire of the Consumer
In today’s fast-paced lifestyle, women need a solution
that is:
• Safe – virtually eliminates the risk of burns: The
Edge™
• Quick and easy to use – styles all of the hard to
reach areas effortlessly in a fraction of the time: The
Edge™
• Convenient – stores neatly in a purse or gym bag:
The Edge™
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Influences on Purchase Decisions
12%
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The Edge™:
Features and Benefits
• Heat resistant double-sided styling comb
– Allows edges and hairlines to be straightened from the surface of the
scalp with NO BURNS.
• TruTemp ™ digital temperature control system
– Rapidly heats and maintains desired styling temperature with memory
heat setting.
• Innovative LED Light and digital temperature display
– Indicates desired temperature readiness and temperature setting.
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The Edge™:
Features and Benefits
• One of the widest heat operation ranges in the industry:
200ºF- 400ºF
– Suitable for all hair types – frizzy, curly, wavy, coarse
fine, short, thick, treated, resistant, and many others.
• Temperature setting adjusts in 10ºF increments
– Allows for maximum styling precision and temperature control.
• Ceramic heating barrel
– Coated with tourmaline to enhance the output of ions that contribute to
healthy and shiny hair.
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The Edge™:
Features and Benefits
• Compact and consumer-friendly design
– Designed for a comfortable gripping and styling experience.
• Tangle Free Swivel Cord
– Stays tangle-free during use at any angle or position.
• Equipped with heat resistant carrying case
– Fits neatly in a woman’s purse or gym bag.
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The Edge™:
Design and Manufacturing
• Crafted from fire and heat resistant material
– Withstands high temperatures and fire to ensure safety of users.
– UL approved
• Pressure and time-sensitive on/off buttons
– Prevents accidental activation of appliance and acts as a safety barrier for
children.
• Thermal reset and fuse
– Ensures safety of user by automatically turning off in case of
overheating.
• Consumer Safety Standards
– CE
– FCC
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The Edge™:
Design and Manufacturing
• Award-winning design and manufacturing partner
– Focused on quality, innovation and integrity.
• Rapid Platform Development Strategy
– Minimized risk/investment with rapid time to market.
• Dedication to Quality Control
– Processes and systems to monitor vendors, inspect incoming material,
perform trend analysis and manage outgoing acceptance control.
• Design and Assembly process
– Modulated for maximum consistency in product quality, scalability and
defect prevention.
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Benefits to Wal-Mart
• Unique and innovative hair-styling tool new to U.S.
market
• Increase value of Health & Beauty Aid selection with
Jakki Colours brand
• Strengthen consumer loyalty by offering products
that are safe & affordable
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Benefits to Wal-Mart
• Expand Minority Supplier base
• Support for Salon Harmony™ - The First Homeless
Salon by donations from Jakki Colours Concept
Global from consumer purchases of The Edge™
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Marketing & Sales Strategy
“Women represent the largest market opportunity in the world.”
(Harvard Business Review, Sept. 2009)
Estimated $20 Trillion in annual consumer spending
Global Female Income compared to
Gross Domestic Product (GDP) in China and India ($Trillions)
(Harvard Business Review, Sept. 2009)
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Marketing & Sales Strategy
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Marketing & Sales Strategy
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Marketing & Sales Strategy
Other Appliances Have Outpaced Hair
Dryers In Sales Growth (Mintel/HFN, Define Target (Mintel, 2009)
2009)
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Marketing & Sales Strategy
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Marketing & Sales Strategy
•Advertisement Vehicles
–Salons
–Beauty Supply Stores
–Beauty Shows
–Trade Shows
–Campus Tours
–Corporate & Social
Networking Functions
–On Line Tutorials
–Membership Database
–Corporate Sponsors
–Edge Station
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Build Value
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References
Alexander, A. (2009). The business of beauty: Mass appeal: Do serious ethnic
hair care shoppers take mass seriously? Drug Store News, February, 2009
Alexander, A. (2009). Personal & beauty care: Women forfeit glamour for beauty on a budget.
Drug Store News, June, 2009
Alexander, A. (2007). The business of beauty: Customers willing to spend more to meet
hair needs. Drug Store News, September, 2007
Brookman, F. (2008). Beauty pros identify trends. Women’s Wear Daily, July, 2008
Brookman, F. (2007). Mass shoppers blur ethnic lines. Women’s Wear Daily, March, 2007
Global Report (2005). Hair care: There’s no place like niche. Global Cosmetic
Industry Magazine
Silverstein, M. J. & Sayre, K. (2009). The female economy. Harvard Business Review,
September, 2009
Single, S. (2006). Power purchasers: Funky females earn, spend, plan, live. Drug Store News,
June, 2006
Mintel International Group Ltd. (2009). Hair Styling Appliances
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