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Hair setting and
styling products Hair Sculpting Lotion; The Spray; Fast Drying
Sculpting Spray; Freeze and Shine Super
Spray; Super Clean Gel; Sculpting Foam;
Super Clean Spray
Permanent wave
products The Solution; Special Perm Neutralizer; Awapuhi
Conditioning (Box) Perm
3. Marketing and Distribution
JPMS' marketing effort primarily targeted, and the
distribution network was primarily oriented toward, hair stylists
and salon owners who sold hair care products to their customers,
rather than direct marketing to the consumers themselves. Mr.
Mitchell's popularity and reputation with hair stylists were used
to introduce JPMS' products, and the hair shows were used to
increase the visibility of JPMS and its products.
JPMS' marketing strategy included the use of distributors to
promote its products. As of April 21, 1989, JPMS had 38
distributors in the United States and 13 distributors in 12 other
countries. Nearly all of the distributors had an exclusive
geographic territory. The distribution network was generally
composed of friends of Messrs. Mitchell and DeJoria who believed
that Mr. Mitchell's reputation as an avant-garde hair stylist, and
Mr. DeJoria's business background, would sell the JPMS products.
As of April 21, 1989, JPMS had no written agreements with its U.S.
distributors.
Mr. DeJoria's organizational and marketing skills, combined
with Mr. Mitchell's artistic creativity and expertise, allowed JPMS
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Last modified: May 25, 2011