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to create a successful and effective product line. The JPMS
products were marketed only to salons and emphasized education as
a selling technique.
E. Mr. Mitchell's Role in JPMS
In 1980, Mr. Mitchell promised hair stylists that his
products, marketed through JPMS (then Paul Mitchell Systems, Inc.),
would be sold only through professional salons. Mr. Mitchell's
promise carried credibility due to his stature in the professional
beauty industry. The promise to remain "professional-only" was
important to the successful marketing of the Paul Mitchell
products.
Mr. Mitchell was the heart of JPMS' connection to hair
stylists, who were the foundation for JPMS' marketing strategy of
promoting and selling products that Mr. Mitchell developed. Mr.
Mitchell was JPMS' creative trendsetter, and his hair sculpting
technique revolutionized hair styling.
In order to further promote its products, JPMS developed the
"Associates Program" to train hair stylists in the Paul Mitchell
system. This program became an integral part of JPMS' marketing
effort. JPMS associates underwent special training in both hair
styling and JPMS products. Once trained, the associates went to
salons to teach the proper techniques to promote the products.
By April 21, 1989, JPMS had 700 associates. The associates
were paid by the distributors, and they were involved with JPMS
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