The Ed.
Well-Known Member
Ok, so it's hardly groundbreaking, but Paul Mitchell is hoping that it's new 5-product oil line, Marula Oil will be the standout collection this year. Launching this month, the product is made from marula tree kernels and is up as a decent contender against the argan oil-based products.
The product line is the brainchild of John Paul DeJoria, Paul Mitchell co-founder, who in 2013 bought a stake in Marula The Leakey Collection and asked the Paul Mitchell team if they could build a hair range around the oil.
The oil is apparently stuffed full of 50 percent more antioxidants than the current market leader, argan oil, and is also rich in oleic acid - a naturally occurring moisturiser. The company also emphasized it only uses oil from the first cold press filtration, a process that leaves the oil at its most potent.
According to Jason Yates, vice president of marketing for John Paul Mitchell Systems, this is the best product out there. "What this product will do is far above and beyond any other product in the professional hair-care space."
The collection is being positioned as an rare luxury - it sits in a slight higher price bracket than the larger Paul Mitchell collection but Yates says this is intentional. "For the typical Paul Mitchell consumer, the brand is positioned as affordable luxury. Marula Oil is positioned as a rare luxury. Its more sought after," said Yates. "Were not expecting as big a penetration [as our other lines] were aiming for a different type of user."
To make this distinction clear, the branding doesn't include the signature Paul Mitchell design. Instead, it only references the manufacturer on the back. "Obviously, Paul Mitchell is a renowned brand and is probably the most recognized brand in the professional hair-care space. But we think that hurts us a bit sometimes. The product is great, but its too available. For this target consumer, they would actually prefer the ingredient to be the hero rather than the brand everyone knows," said Yates.
Until then geek on!
The Ed.
The product line is the brainchild of John Paul DeJoria, Paul Mitchell co-founder, who in 2013 bought a stake in Marula The Leakey Collection and asked the Paul Mitchell team if they could build a hair range around the oil.
The oil is apparently stuffed full of 50 percent more antioxidants than the current market leader, argan oil, and is also rich in oleic acid - a naturally occurring moisturiser. The company also emphasized it only uses oil from the first cold press filtration, a process that leaves the oil at its most potent.
According to Jason Yates, vice president of marketing for John Paul Mitchell Systems, this is the best product out there. "What this product will do is far above and beyond any other product in the professional hair-care space."
The collection is being positioned as an rare luxury - it sits in a slight higher price bracket than the larger Paul Mitchell collection but Yates says this is intentional. "For the typical Paul Mitchell consumer, the brand is positioned as affordable luxury. Marula Oil is positioned as a rare luxury. Its more sought after," said Yates. "Were not expecting as big a penetration [as our other lines] were aiming for a different type of user."
To make this distinction clear, the branding doesn't include the signature Paul Mitchell design. Instead, it only references the manufacturer on the back. "Obviously, Paul Mitchell is a renowned brand and is probably the most recognized brand in the professional hair-care space. But we think that hurts us a bit sometimes. The product is great, but its too available. For this target consumer, they would actually prefer the ingredient to be the hero rather than the brand everyone knows," said Yates.
Until then geek on!
The Ed.
