Download Developing and Marketing a New Product.

Nadine Kristel Arraiza
AMM104 – Prof. John Marino
May 25, 2009
Principles of Marketing
Marketing Project - Developing and Marketing a New Product.
CRYSTAL: The Greatest Revolutionary Anti-dandruff Shampoo.
What causes dandruff?
Dryness resulting from frequent hair washing, blow-drying and exposure to chemicals in
colorants or styling products are the primary causes of dandruff. A number of other
factors such as improper nutrition, poor hygiene, daily hair care habits, and emotional
stress also contribute to make a person more prone to it.
The body regularly sloughs off dead skin cells, including those from the scalp, every 24
days. Dandruff is the abnormally rapid shedding of skin cells from the scalp, resulting in
small, whitish-gray flakes of skin on hair and clothes. This flaking is usually
accompanied by itchiness and dryness.
How can dandruff be stopped?
Dandruff is a recurring problem that can only be managed with regular use of an effective
anti-dandruff shampoo. Ordinary shampoos do not get to the source of the problem and
simply, superficially, wash away flakes caused by dandruff.
So again, HOW CAN DANDRUFF BE STOPPED?
By using Crystal!
Crystal is the newest anti-dandruff shampoo with a patented Zinc Vitanol complex that
stops and prevents dandruff from recurring. It is the only anti-dandruff shampoo endorsed
by the International Academy of Cosmetic Dermatology (IACD). What’s great about
Crystal is that it is fit for everyday use. Unlike other dandruff shampoos that mercilessly
induce hair breakage as the tradeoff for its curing effects, Crystal cures from the outside
via Zinc Mineral Complex, and nourishes from within via Vitanol.
How does Crystal combat dandruff?
Crystal stops dandruff by nourishing the scalp with its unique combination of ingredients,
namely: Amino Acids - the building blocks of proteins which nourish scalp and hair;
Vitamin E - an anti-oxidant that supports the body’s natural defenses and fights free
radicals for healthy scalp and hair; and Sunflower Oil - retains moisture in the scalp and
provides a protective barrier from recurrence of dandruff.
Would women wear briefs? No.
Would men wear skirts? No.
So why would you buy and use something that does not distinguish you?
We recognize that different scalps have different “requirements.” For example, men
perspire 50 percent more than women and are consequently more prone to dandruff. To
address this and other specific needs, we have developed 2 tailored dandruff solutions to
suit both sexes’ individual scalp types— and thus, Crystal, the first ever anti-dandruff
shampoo formulated specifically for men AND women, and not for men OR women, was
born.
The white bottle which is for the women, is really fragrant-- but not in the “screaming
feminine powdery or fruity type” kind of smell. It’s a classy feminine scent which is safe
enough to not provoke hostility on fragrance haters.
On the other hand, the dark blue bottle which is for the men smells really masculine-- a
very attractive scent! We boldly proclaim this to be the shampoo counterpart of Axe! The
only similarity of both our products is that they have “the spillover effect.” Crystal’s
scent lingers in the bathroom which makes not only you smell good, but makes your
bathroom smell great as well!
Our formula, which was developed in our laboratory at France, works amazingly well on
all skin/scalp types… So, in the words of Gwen Stefani, “What are you (Watchu’)
waiting for?” Go grab your very own bottle at your local drugstore/beauty store right now
for the low, low introductory price of only $8.87 (that’s TWO bottles, which you can mix
and match for your liking). Buy now and liberate you hair from those pesky, white flakes.
Buy now and let your scalp feel ice-cold and refreshed. Buy now and make your head
look CRYSTAL clear. Buy now! 