brand overview - Surge Universal

BRAND OVERVIEW
IT’S A CURLY WORLD
70%
percent of women age 18+ with curly/wavy/frizzy hair
50%
percent of Caucasian women with curly hair
60 million
number of women with wavy/curly hair
$3.5 billion
estimated sales to curly hair consumers
170 index
Curly hair consumers are heavy users of hair care
products
“I believe curls are bold, natural, vibrant,
classic - - they’re works of art!”
•
•
•
•
•
•
•
•
•
•
“QUEEN OF CURL”
Invented the curl category
Inspires curly women everywhere
First “curls only” salon (1983)
Trademarked the Carve & Slice haircut and
developed the Rake & Shake styling method
Author of “Curl Talk”
Leading industry educator
Product innovator
Curls for a Cure Philanthropist
Successful entrepreneur
Go-to expert for beauty press
“Curly hair is a gift and not a curse!”
We know curls
We love curls
We are curls
We empower, embrace,
liberate, and celebrate
curls and waves everywhere
With a few products and the right
styling techniques curls can be
beautiful, healthy and manageable
everyday.
WHAT WE BELIEVE
Celebrating your curls
Seeing beauty in yourself
Loving what Mother Nature gave you
The natural beauty of curls
Turning heads
Taking on the world
Liberating your locks
Reclaiming your hair
Standing up to straight
Sticking out from the crowd
OUIDAD TEACHES YOU TO HAVE FUN
WITH YOUR CURLS/WAVES
Properly cares for and manages curly/wavy hair
Gives you soft smooth luscious curls and waves
Makes the best of what Mother Nature gave you
Gives you salon perfect results at home
Changes your life
All curls are not
created equal
•
Curly hair comes in different
patterns. Wavy. Loose. Tight.
Kinky.
•
Curly hair comes in different
textures from fine to coarse.
•
Curly hair suffers from a variety
of conditions. Frizziness. Dryness.
Brittleness. Split-ends. Unruliness.
CURLS DOMINATE THE CULTURE
From Hollywood to Madison Avenue, and fashion magazines, curls rule.
CURLS RULE THE COUNTRY
Even with
limited distribution,
our customers
can be found
everywhere!
OUR CUSTOMERS ARE LOYAL
Men, women & children of all ages
90% female
88% Caucasian
Highest category loyalty levels
60% of Ouidad customers do not use
any other hair care brands
Highly invested
Devoted Ouidad customers spend an
average of $1,500 per year on Ouidad
products – a minimum of 4 products
per order
Ouidad has a huge fan base of evangelical
customers – with over a decade of loyalty.
OUR CUSTOMERS LOVE US
“I only had to use it 2 times – and
then I purchased the entire
collection for my hair type. I took
all the other products on my shelf
and threw them away!”
“Your products are outstanding
and believe me I know… I have
tried everything out there for
curly hair.”
“I finally love my hair and curls.
You are definitely this curls and
girls best friend!”
“After years of straightening,
sleeping in huge rollers and flat
ironing I am now all natural.
Thanks Ouidad, the products are
awesome!”
UNIQUE PRODUCT PHILOSOPHY
•
Ultra-lightweight, non-slip textures
•
Water-soluble ingredients
•
No residue or product build-up
•
Silicone-free formulations
•
Hair and scalp focus
•
Proprietary “rake & shake”
application
•
Unique “fingers-only” styling
technique
A “SKINCARE” APPROACH TO HAIR
Harmonious complex of
ingredients
Natural protein polymers –
wheat/rice/soy/corn
Natural emollients –
meadowfoam/jojoba/olive oil
Small molecular moisturizers – sodium
pca/panthenol
Rich amino acids
Curl preserving antioxidants – green
tea/ginseng/grapeseed extract
Cationic color protectors
Reparative botanicals – rosemary/aloe
vera/clove leaf
Ouidad treats hair long-term, building from the inside-out.
OUIDAD PRODUCT COLLECTION
EVERYDAY ESSENTIALS
Clear & Gentle Shampoo
Balancing Rinse Conditioner
Tress FX Styling Gel
DRY THIRSTY HAIR
Curl Quencher Moisturizing Shampoo
Curl Quencher Moisturizing Conditioner
Curl Quencher Moisturizing Gel
VOLUMIZING
Play Curl Volumizing Shampoo
Play Curl Volumizing Conditioner
Play Curl Volumizing Mousse
OUIDAD PRODUCT COLLECTION
LEAVE-IN CONDITIONING
Moisture Lock
Botanical Boost Spray-in Conditioner
Summer Shield Beach Spray
SPECIAL TREATMENTS
Deep Treatment Intensive Conditioner
Water Works Specialty Shampoo
FINISH COLLECTION
Styling Mist Setting & Holding Spray
Shine Glaze Serum
Clear Control Pomade
KRLY KIDS COLLECTION
No Time For Tears Shampoo
No More Knots Conditioner
Pump & Go Spray Gel
OUIDAD STAR ITEM
CLIMATE CONTROL
HEAT & HUMIDITY GEL
•#1 sku across Sephora and ouidad.com
•Star item for Infomercial
•Ongoing industry recognition and press
OUR DISTRIBUTION
ONLINE
INFOMERCIAL
SALON
RETAIL
DIRECT
SEPHORA U.S. & OUIDAD
• Full distribution as of April 2010 - 244 doors
across the US
- Canadian distribution planned for 2011
• Sales performance
• Outpacing total haircare category
• Exceeded first year sales expectations
• Participant in key Sephora promotional initiatives
– Beauty in a Box, Beauty-to- Go, Holiday Hair
Set (Lock Stars)
THE ON-LINE CURL COMMUNITY
A CURLY CUSTOMER DESTINATION
New York
LA Santa Monica
AN EXCLUSIVE CERTIFIED SALON NETWORK
OUIDAD KEY SUCCESSES
• Explosive growth continues across awareness & sales
 overall brand sales +120%
 ouidad.com visits +75%
 Facebook fans +400% (over 25,000 - - exceeds Bumble & Bumble)
 Certified Salon network +100%
 Outpacing category growth at Sephora
• Top ranking Infomercial brand in spend & frequency
 Top 20 of 100 Beauty/Fitness Infomercials currently on air
• Ouidad continues to garner significant recognition & press as the Global Curl
Expert
 PR impressions 500+mm
THE GO-TO HAIR EXPERT FOR PRESS
AWARD WINNING FORMULAS
Bride’s “Best
Curl Care”
Award
2010
Allure “Best
Conditioner
Editor’s Choice
Award” 2001
Naturallycurly’s
Best of the Best
Award 2009
Allure “Best
Conditioner
Editor’s Choice
Award” 2001
AWARD WINNING EXCLUSIVE TOOL
InStyle “Best Beauty Buy” Award
Editor’s Pick 2010
Star “ Best Tool”
Beauty Award
2010
Patented
Design
CELEBRITIES LOVE OUIDAD
OUIDAD BRAND STRENGTHS
•
Curl industry pioneer with a unique positioning, philosophy, approach and
business platform:
•
PRODUCTS: Award winning formulations and regimens for curly, wavy, kinky and frizzy hair
•
SALONS: The ultimate destination and brand experience for a fiercely loyal and devoted
customer base
•
COMMUNITY: Extremely active and viral on-line curl community highly engaged on ouidad.com
•
EDUCATION: Proprietary “carve & slice” cutting and styling technique and world-class
certification program for salon trade
•
Premium line of curl specific products distributed across multiple trade
channels: flagship salons, certified salon affiliates, e-commerce, infomercial,
HSN, Sephora
•
Passionate Founder with strong brand message that strikes an emotional
chord with deeply connected customers
•
National, international and industry recognition and media attention as the
global curl expert
THE OUIDAD BRAND
•
Innovative product philosophy and
technical leadership
•
Problem solution approach
•
Dramatic visible results
•
Sought-after expert for beauty press
& industry
•
High traffic, extremely loyal customer
base
•
On-line interactive community
seeking solutions