1. New, Luxurious, Effective, Exciting, Sexy, Mysterious, Alluring
2. Repairs, Renews, Revives, Revitalizes, Creates and Enhances Healthy Hair,
3. Technologically advanced, Scientifically proven, Simple ingredients, Sustainably produced
4. Unique, Exclusive, Professionally Endorsed by the best stylists
The most direct communication of the Caprice brand will happen with the product itself, on the label and packaging. In addition, the website and marketing materials will have significant reach.
Caprice has many competitors in the hair care products community, mostly smaller companies focused on the same high-end demographic. Perhaps the largest, most prevalent of these competitors is Bumble & Bumble (http://www.bumbleandbumble.com). They create excellent products and have significant distribution throughout the salon industry. Bumble has created a colorful, playful logo and brand; It is important that our brand is differentiated from Bumble’s – clean, crisp packaging, bold, clear lettering that stands out as more exclusive and more elegant on the shelf.
Single-Minded Message: The best, most innovative hair products available to make women feel beautiful and sexy…