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Marketing in Brief: Naterra International

This article was originally published in The Rose Sheet

Executive Summary

Naterra International: 3C "salon quality" antidandruff shampoo cleans, controls and conditions hair, the company said. According to Naterra, 3C's formula is similar to Procter & Gamble's Pantene with the same active found in P&G's Head & Shoulders dandruff shampoo. Print ads are slated for the January issue of Women's Day. The company's working theme for 3C is "Welcome to the revolution," Naterra said. The shampoo is available in three scents: floral, herbal and citrus. A 12 oz. flip-top bottle is priced at $5.49. Dallas-based Naterra was established in 1995 and is headed by President Jin Song. Naterra also markets Lisa Mornay value-priced hair care and foam baths. Naterra said it hopes to enter 5,000 mass market doors by the end of 1996...
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