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Dr. Miracle’s celebrates brand overhaul


With a new CEO at the helm and a revamped line of hair care products, ethnic beauty brand Dr. Miracle’s had a lot to celebrate during its stylish bash at the Sky Room in New York City in November.

Beauty press and bloggers were among those who gathered at the chic rooftop lounge on Nov. 9 to celebrate the product relaunch and take in the city view.

As reported by Drug Store News in September, Dr. Miracle’s is evolving beyond hair repair positioning and driving the brand forward with a relaunch comprised of multitiered innovation initiatives and updates to formulas, packaging and advertising.

“First and foremost, we’ve increased our understanding of our consumer, learning more about why she likes our brand and why she uses our products. The answer: Our products have helped her repair her hair. So she knows firsthand that our products work,” said Dr. Miracle’s CEO Randy Zeno. “Our new direction will build on these findings to show her that in addition to helping her get healthy hair, Dr. Miracle’s [also] can help her keep it healthy and beautiful.” Zeno, a former Reynolds Consumer Products executive, joined Dr. Miracle’s as CEO in September 2010.

Perhaps the most noticeable development is the brand’s evolution of appearance at store level. The revamped packaging redesign reflects Dr. Miracle’s efforts to increase consumer shopability, and highlights product benefits, attributes and key ingredients. The brand’s logo also has been updated.

In addition, formulas have a new, milder, citrusy aroma and have been reformulated to include vitamins and such natural ingredients as shea butter, aloe, coconut, jojoba and olive oils.

In addition to product development, the brand is channeling its understanding of its consumer into a new advertising campaign, event outreach campaigns, marketing efforts and digital programs.



The article above is part of the DSN Category Review Series. For the complete Ethnic Beauty Buy-In Report, including extensive charts, data and more analysis, click here.

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