• from Colora, the 80 year old company that created the “henna rage” (The NY Times - Jan. 19,
  1977)…
• from the company who developed the first "no ammonia/no peroxide" hair color in 1974 - 30+
  years before Clairol's NATURAL INSTINCTS and before L'Oreal's NATURAL MATCH…
• from the company who air freighted to Vidal Sassoon salons and schools in North America
  containers of its proprietary henna blends as early as 1973 and who is still the leading supplier
  of henna products to the beauty industry - with unavoidably diverted product into the mass
  market (WWD Beauty Biz IT List, July 2007) in the hundred of thousands…
• a complete hair color line: vegetable, semi-permanent, and permanent, (not a "me too" mass
  market equivalent, distinguished solely by virtue of controlled distribution), but a line specifically
  developed for health food stores…

  A hair color brand which aims to reverse the shrinking home
  hair color market size - reaching the, by definition more committed,
  health food store patron with an innovative approach -
  without cannibalizing sales of any existing hair color lines - by
  simplifying the decision process for the first time buyer with:

• attention grabbing hanging corrugated boxes, combined with re-usable drawstring cotton
  bags for all 3 lines; to be set apart from conventional hair color shelf displays, for those customers
  who ARE NOT looking for hair colors;
• each of the three lines, vegetable, semi-permanent, and permanent, limited to the 9 best selling
  shades of the more extensive Colora professional lines, for a total of just 27 skus for all 3
  lines, with clear no nonsense literal description of the shade, (dark brown, light brown, etc., and
  not: "deep brown" or "golden brown"), thus simplifying the decision process;
• a complementary hair coloring kit, which despite its deliberately compact design, goes well
  beyond the basic bowl, & brush and including a highlighting kit, driving home the uncluttered
  main theme on the boxes: "HAIR COLOR MADE SIMPLE";
• a higher retailer margin, with an appetizingly low price point - encouraging the impulse buying
  decision of the first time home hair coloring buyer - while the no frills pared down graphics of
  the box reinforce the perception of a value product without the lower price being misinterpreted
  as indicative of a lower quality.

GREENLABS HAIR COLORS - HAIR COLORS MADE SIMPLE

Contact: info@GreenLaboratories.com