1. NAMASTE AYURVEDIC SPA

2. Project Objective Packaging Options
Take advantage of growing interest in natural and Ayurvedic products.
Introduce new brand with compelling graphics and gain share from top prestige/ salon general market competitors. vd
Focus on key solution-benefits relevant to the consumer needs that immediately resonates with her while she shops the shelf.
Primary – Multi- Textured
Secondary – General Market

3. Positioning Position
Namaste is focused on scalp health for strong healthy balanced hair. Products engage and awaken 3 senses.
Reason to Believe:
Namaste Ayurvedic Spa delivers a transcendent beauty experience, inspired by Ayurveda, the Science of Life, an ancient holistic system that strives to create balance in body, mind and spirit.
Namaste is a luxurious spa line enriched with natural Ayurvedic ingredients like Ginger, Matcha Green, Saffron, Neem, Amla, Brahmi, heena a fusion of oils, botanicals, and technologically advanced formulations to deliver a sensory experience, exceptional performance. For the chic professional seeking to restore balance to scalp or maintain healthy while styling.
Brand Character:
Casual elegance -wellness - natural sensuality -Ayurveda
A “mini’ luxury spa experience
Products for those who want to look youthful and be healthy
The perfect combination of nature, wellness and cutting-edge science
Designed for woman who value looking (and feeling) good
Encompasses beauty and sophistication, but in an understated, confident manner
A modern product line, trend setting, fresh, vibrant, yet calm and relaxed
Target Audience:
Multicultural/ Multi-textured Female 25-50
Ayurvedic Brand Story Beauty In Balance
Holistic Trend-setting
Professional/Salon Look Fashionable
Health Conscious Aspirational Beauty
Strong Ingredient Storytelling Modern
Item Specific Copy/Branding Mandates:
Logo – Namaste Ayurvedic Spa
Ingredient Name – Ginger
AmaPure – Collection Name
Benefit - Thin Hair Growth
Product Type - Shampoo
Claim Related Benefit - Strengthen, Thicken & Stimulate Growth
Invigorating Hair Senses
Weight Claim - 12 fl. oz. (354.8 liters)

4. Awaken Senses Herbal Essence
Ayurvedic Inspiration: Awaken 3 senses to get unbelievably healthy, manageable, balanced hair.
The Multimodal Sensory Experience:
Scent - Product Fragrance
Touch - Product & Packaging
Sight - Packaging & Finished Hair Look
Herbal Essence
Case Study
Natural
Strong Ingredient Story
Irrespirable Hair
Amazing Fragrances

5. Product Line Information
Features & Benefits
“I go to the stylist once a quarter for maintenance, in-between going to the salon I want quality products that I can depend on to give me healthy hair and allows me to have a pamper/salon experience at –home.”
“I want a product that will ensure healthy hair and prevent damage.”
My hair is currently damaged, because of DIY (Do It Yourself) styling. I want something that will help restore my hair to a healthy state.”
“Fragrance is important to me… It enhances my mood and relaxes me. I want my hair products to enhance my styling experience.”
Consumer Insights
The brand will quickly become the leading Ayurvedic hair care brand for multi textured women you want quality products in-between the salon and who want treatment and maintenance products.
Features/ Benefits
SRP: $ $15.00
Product Line Information

6. Consumer Profile MEET KEIRA:
Ethnicity: Multi- Cultural/Multi- textured
Age: 34
Income: $40,000-80,000
Education: College Grad
Occupation: Education Executive
Marital Status: Single In a Serious Relationship
Activities: Yoga, Cultural Events, Art
Music: Various Contemporary Music
Grocery Stores: Mariano’s, Trader Joes, Whole Foods
Clothing Stores: Macy’s, Dillard's, Thrift Store, Online Shopping
Salon Frequency: Once a Quarter
Home Décor: World Market, Pier 1, Home Goods
Beauty Product Purchases: Ulta, Sephora, Target, Walgreens
Character: Influencer, Trend-setter, Socially Conscious

7. Natural/ Botanical design
Competitor Packaging
Ayurvedic Product
Natural/ Botanical design
Pattern design

8. Competitor Packaging & Pricing$ $ $ $ $ $ $ $ $ $ $ $
Preserve brand dominance $ $ $ $ $ $
YTD 2014 Marketing Plan $ $ $
*IRI 52 WE 10/6/13