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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Not Your Mother's: "A new, fun, creative hair-care line made for the cool girls," Not Your Mother's launches with six styling products offering salon-quality results at affordable prices, according to Sept. 15 release. Items include All Eyes On Me hairspray infused with lemongrass and orange flower, She's A Tease volumizing hairspray enriched with apple blossom and bamboo, Beat The Heat thermal shield spray featuring sunflower and vitamins A and E, and Beach Babe texturizing spray with Dead Sea salt and sea kelp. A frizz-control cream made with coconut and silk extracts and a curl-defining cream containing grape seed and jasmine - Smooth Moves and Kinky Moves, respectively - round out the line. Not Your Mother's products retail for $5.99 apiece in Walmart doors and more than 100 college bookstores, as well as online at NYMbrands.com. Company's goal is to establish a relationship with "sassy and savvy customers," it says, noting that additional products are in development for early 2011 launch

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