NEW YORK, Sept. 26, 2011 /PRNewswire/ -- 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 marks 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," Dr. Miracle's CEO Randy Zeno comments on the brand's current positioning. "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 remarks, "This is an exciting time for me to have joined the team! Within the past 6 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 HOLDING GEL (2OZ, $5.49) -- For a strong hold with conditioning shine, look no further. My NEW Edge Holding Gel is blended with Jojoba oil, promising to create long-lasting hold for sleek styles.
ACAI THERMAL PROTECTION STYLER (6OZ, $5.99) -- Formulated to protect hair from intense heat styling, my Thermal Protection Styler is rich in Acai Berry extract for moisture as it adds shine. Enjoy our new larger size!
DAILY MOISTURIZING LOTION (6OZ, $3.99) -- Enhanced with a blend of Jojoba and Coconut oils, this Daily Moisturizing Lotion is ideal for keeping hair strong, soft, and manageable.
CONDITIONING SHAMPOO (12OZ, $5.99) -- My NEW nutrient-rich Conditioning Shampoo is blended with Olive, Sweet Almond and Jojoba oils, leaving strands strong, healthy, and soft to the touch.
LEAVE IN CONDITIONER (8OZ, $5.99) -- My nourishing Leave In Conditioner is enriched with a blend of Vitamins A, C, and E to help strengthen as it leaves hair soft, manageable, shiny and bouncy. Perfect to apply before roller setting or for maintaining a gorgeous 'wet-&-go' look.
DEEP CONDITIONER (6OZ, $4.99) -- Blended with Jojoba oil and Vitamins A & E, my Deep Conditioner revitalizes hair's natural health, putting an end to breakage and dry scalp. Enjoy our new larger size!
NO-LYE RELAXER ($8.99) -- Reformulated with 3X more conditioning agents, I've made this No-Lye Relaxer with essential proteins to help prevent breakage and strengthen strands while straightening. I've also added Vitamins A and E to promote healthy hair growth and beautiful, relaxed hair.
OIL SHEEN SPRAY (15OZ, $4.99) -- I made this Oil Sheen Spray to deliver a light mist of shine with each use. Blended with Shea Butter and Aloe, this spray conditions as it softens and adds radiant shine to any style.
NEUTRALIZING SHAMPOO (17OZ, $5.99) -- Blended with Macadamia Nut Oil to provide your hair and scalp with extra protection, my Neutralizing Shampoo is designed to be used with a No Base Creme Relaxer. This neutralizing shampoo will restore moisture to your cuticle and provide conditioning benefits while completing your relaxer process. Special color alert tells you when the relaxer is completely rinsed from your hair.
ABOUT DR. MIRACLE'S
Since its 2004 inception, Dr. Miracle's, a leader in the ethnic personal care industry, has grown to market over 30 products highlighting the importance of repairing and enhancing one's natural hair. After 7 successful years, the brand now celebrates its evolution with a new logo, new packaging, and the affirmation that 'Dr. Miracle's helps you get and keep healthy, beautiful hair'. Dr. Miracle's products retail in the US, Canada, Caribbean, Europe, Africa (Ghana, Ivory Coast, South Africa, Tanzania, Senegal). In the US, products are available nationwide at local beauty and barber stores, national chains including Target, Wal*Mart, Kmart, Sally's Beauty Supply, CVS, Walgreens and Rite-Aid; and online at major drug chains websites and www.DrMiracles.com.
SOURCE Dr. Miracle's