Caprice’: a sudden, impulsive, and seemingly unmotivated notion or action or a disposition to do things impulsively
Caprice Products (“Caprice” or “The Company”) is a new company creating a line of high-end, innovative, hair care products sold only by stylists in mid to high-end salons. Caprice’s products are luxurious, exclusive and effective. They have been created using non-toxic, sustainable, simple ingredients and are guaranteed to provide results that make your hair feel healthy, renewed, revitalized. Most importantly; to make women feel beautiful and sexy.
The company is brand new and will be embarking on a national direct sales campaign to begin and expand our distribution into salons. The current goal for the Company is to create a logo and brand package that expresses the innate values of our product; Sexy, Exclusive, Healthy and Effective. This Logo and branding concept will be used extensively on the Web and, most importantly, will evolve into the product packaging and labeling.
Caprice makes products for consumers who want the highest quality products to enrich and enhance their hair and make them feel their best. The focus of our product line is female consumers between 18 and 55 who regularly have their hair cut, colored and/or styled at a high-end salon and who care about the quality and efficacy of their hair care products.
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…