2014 Marketing Plans

By Independent Distributors

•Brands that solve a problem for the consumer.

•Brands that create new retail sales.

•Brands that create new service dollars.

•Brands that are not diverted.

•Brands that reduce supply costs.

•Brands that are not sold through “professional” stores.

Selling to Salons 2014

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Two Types Of Brands

Process Brand – A complete program that requires a major commitment to change. May require months of sampling, education and

implementation. Highest sales potential but slower to open and 10%

closing potential

Solution Brand – A product or brand that solves a problem, demonstrates

in 3 minutes, does not require education and can provide the salon an

immediate return in retail sales or new service dollars. 50-60% closing potential and is a yes or no proposition.

Process vs. Solution Brand

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Why Style Edit?

When asked what their clients were looking for in next-

generation hair care products, the stylists were clear:

damage repair, color protection, enhanced manageability and root touch ups in between salon visits.

Xania Labs, a division of MANA Products inc., partnered

with professional hair stylists to formulate an innovative,

technically advanced platform of styling and corrective products that address these common hair concerns.

Introducing Style Edit -- an exclusive, carefully edited

collection of hair care products developed specifically to

meet the sophisticated demands of the most discerning salon clients.

These results-oriented, A-List products are formulated with

FIRST to market biomimetic complexes that naturally

recognize what the hair needs leaving hair healthier, more

manageable and salon perfect.

Stylist tested. Client approved.

Branding

Style Edit Root Concealer

• High color pigment levels that self-adjusts to match

natural hair color to cover gray roots instantly.

RESULT: Disguises the gray roots in between hair

colorings!

Style Edit

Root

Root Concealer

Light Brown

Style Edit

Hair Filler

Light Brown

Hair without product 1 application

* Pictures takes with a microscopic camera

Style Edit Hair Filler

• Same great conceal color technology with lower

color pigment levels that matches natural hair color.

• Added micro-scopic cellulose fibers that are not

visible to the naked eye, that attach to the hair shaft

and make thin hair feel and look fuller, thicker, and

more abundant in just a few seconds.

RESULT: Beautiful, Thicker, Healthy Hair

Picture shows hair that has no

product on it Picture shows hair that has been

sprayed with one application of Hair

Filler and the microscopic fibers

attaching onto the hair shaft are visible.

Picture shows light brown hair with

gray roots showing without any

product on it

Picture shows hair that has been

sprayed with two applications of Hair

Filler and the microscopic fibers

building up on the hair shaft for a fuller

thicker appearance are visible.

2 applications

Picture shows gray root that has one

application of concealer that is

covering the gray

Picture shows gray root that has two

applications of concealer that is

covering the gray

The Difference between Style Edit Root Concealer and Style Edit Hair Filler

Hair without product 1 application 2 applications

* Pictures takes with a microscopic camera

Style Edit

Hair Filler

Light Brown

Hair shaken

once applied

Competitive

Hair Filler

Product

Style Edit Hair Filler

• Easy, convenient one-step aerosol spray

• Micro-scopic cellulose fibers that are not visible to the

naked eye and attach to the hair shaft.

• Since the product is an aerosol spray, fibers adhere to

the hair shaft and do not require an additional spray to

set.

• Fibers stay in place and do not fall off the hair shaft

Competitive Hair Filler Product

• Two-step shaker powder with Spray

• Larger size fibers that are visible to the naked eye.

• Fibers need to be set with an additional spray.

• Fibers flake off upon application, as well as after

application.

Picture shows hair that

has no product on it

Picture shows hair that

has no product on it

Picture shows hair that has

been sprayed with one

application of Hair Filler and

the microscopic fibers

attaching onto the hair shaft

are visible.

Picture shows hair that has

been sprayed with two

applications of Hair Filler and

the microscopic fibers building

up on the hair shaft for a fuller

thicker appearance are visible.

Picture shows hair that has

been shaken and the

microscopic fibers are still

adhered to the hair shaft.

Picture shows hair that has

been sprayed with one

application of competitive

product and the large fibers

on the hair shaft are visible.

Picture shows hair that has

been sprayed with two

applications of competitive

product and the large fibers

building up on the hair shaft

are visible.

Picture shows hair that has

been shaken and just about

ALL of the powder fibers have

fallen off.

The Difference between Style Edit Hair Filler and Competitive Hair Filler

Root Concealer Hair Filler

Before

After

Before

After

Seeing is Believing!

Root Concealer: The Buzz

Style Edit's Conceal was also

featured by fashion blogger Debi

Diva on how great she finds Style

Edit Conceal compared to other

root concealers out in the market.

“My hairdresser was ecstatic to get started and he

and Billy, Becker's [ salon] Manager, ooohed and

aahhed over how quickly and effectively Style Edit

Conceal performed. It's $22 for 2 oz. and doesn't require shipping and handling fees, for me just a walk

around the corner from work. Happiness!

I told my friend about Style Edit Conceal and she

hopped over to Becker to buy it. She emailed me last

night. "INSANE" was the verdict--that's a LOVE.”

Debi Diva - blogger www.divadebbi.blogspot.com

Style Edit Conceal was awarded

Beauty Launchpad’s Reader’s Choice Award in the Color Touch Up category!

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19

2014 Support Layers

Line Expansion •Concealer-Packaging Change

•Filler Launch-Feb 2014

•Dry Shampoo Launch-June 2014

Shows • IBS NY-March 9-11

• ABS Chicago-March 22-24

• Premiere Orlando-May 31-June2

• Cosmoprof Las Vegas-July 13-15

• Distributor Events-TBA

Social Media Awareness •Social Media Campaign and Blogger

Influence

• Facebook

• Twitter

• Blogs

Industry Advertising •Launchapd

•Modern Salon

•The Colorist

•Behind The Chair

Distribution Vision-Committed To Independence •Distributed By Independently Owned Distributors

•Sold Exclusively To Independently Owned Salons

Sampling Programs •Direct To Top 100 Salons Nationwide-As

Recognized By Elle Magazine

•DSC Sampling-2nd Half 2014

Promotional Offers •Buy 10, get 2 free – March, June, September 2014

Incentive Programs •DSC Incentives-February, June & September 2014

Robust marketing to build brand awareness and drive Style Edit throughout the year!

Large Root Concealer Counter Display

Ship date: 1/6/ 2014 (new configuration) • Saleable Products: 5 Black, 5 Light Brown, 1 Auburn,

1 Blonde

• FREE Testers (4): 1 Black, 1 Light Brown, 1 Auburn,

1 Blonde

• FREE Product Display (1)

salon cost for prepack: $117

distributor cost for prepack:

open stock available (current can Black, Light Brown,

Auburn*, Blonde*) (packed by 12)

phase-in new can April/May

suggested salon retail: $19.50

salon cost: $9.75

*Auburn and Blonde open stock available while

supplies last.

Mini Root Concealer Counter Display

Ship date: 2/3/ 2014 • Saleable Products: 3 Black, 3 Light Brown

• FREE Product Display (1)

salon cost for prepack: $58.50

distributor cost for prepack:

open stock available (Black, Light Brown)

(packed by 12)

launch date: 2/3/2014 (phase-in)

suggested salon retail: $19.50

salon cost: $9.75

Marketing Support

Large Hair Filler Counter Display

Ship date: 2/3/ 2014 • Saleable Products: 5 Black, 5 Light Brown, 1 Auburn,

1 Blonde

• FREE Testers (4): 1 Black, 1 Light Brown, 1 Auburn,

1 Blonde

• FREE Product Display (1)

salon cost for prepack: $117

distributor cost for prepack:

open stock available (Black, Light Brown, Auburn*, Blonde*)

(packed by 12)

launch date: 2/3/ 2014

suggested salon retail: $19.50

*Auburn and Blonde open stock available while supplies last.

Mini Hair Filler Counter Display

Ship date: 2/3/ 2014 • Saleable Products: 3 Black, 3 Light Brown

• FREE Product Display (1)

salon cost for prepack: $58.50

distributor cost for prepack:

open stock available (Black, Light Brown)

(packed by 12)

launch date: 2/3/ 2014

suggested salon retail: $19.50

salon cost: $9.75

Marketing Support

Style Edit Formula For Success

• Objective: Place 1 each Root Conceal & Hair Filler Mini Displays in

10 salons. • Movement Goal; Educate the salon on solution brands. Create the

awareness that clients walking into their salon are looking for solutions to their grays and thinning areas. By properly positioning and educating our goal would be to have that salon move 1 piece each of Root Conceal & Hair Filler per day.

• Spiff Program: $5.00 Large Displays $2.50 Mini Displays-through March 31, 2014.

• Summary: Each salon that achieves the goal of 1 piece each per day represents $97.50 per week or $5070.00 annually. Get all 10 salons to achieve the movement goal and that represents $50,700.00 annually in Style Edit sales.