The document provides information on curly hair trends, products, and marketing strategies. It discusses the target demographics for curly hair products and launches a new comb product that dispenses conditioner to aid in detangling curly hair. It also summarizes sales forecasts and profit projections for launching the comb and conditioner under the Fear Me Knot brand through CVS and Target stores.

1. HOW TO COMB CURLY HAIR
 The general rule of thumb is to never brush wet, damp or
dry curly hair because it is prone to be naturally dry and
fragile and can easily be damaged.
 The best way to detangle naturally textured hair is to do so
in the shower with a generous amount of conditioner and
your fingers.
 If the fingers are not a workable option, a wide toothed
comb or pick with smooth teeth is the next best bet.

2. TRENDS AND $$$$$
 White, Black, Latino, Asian, Indian… curly hair does not
discriminate. Different races share the curls but texture is unique
and applies more to ethnicity.
 Shampoo and conditioner is the only sector to expect real
growth—7% in constant dollars by 2011—while styling products
will decrease 6% in constant prices. Hair color will experience the
greatest decline in sales through 2011, followed by relaxers
 48% of the U.S. Latino population are women
 34% of women have wavy hair
 11% of women have curly hair
 Spring 2011 trend is all about natural wavy curly hair
 Consumers expect products that are specifically developed for
their hair structure and needs

3. NEW PRODUCT
 New Product and Brand Launch: comb that disperses conditioner
or detangler to aid in the combing of curly hair.
 In between the teeth of the comb, a small opening will release
the Ekos, conditioner from Natura that is refillable to aid in the
combing of your curls an.
 It can easily be cleaned in the shower with water.
 The product will evenly distribute the conditioner with the push of
a button that resides on the body of the comb that can optionally
open and close the chamber where the product resides and
connects to the communication with the teeth portion of the comb.

4. TARGET DEMOGRAPHICS BY THEIR SPENDING
HABITS

5. FEAR ME KNOT

6. EKOS – ANDRIROBA
ENRICHED WITH EMOLLIENT ANDIROBA OIL, THIS TREATMENT SHAMPOO FOR DRY HAIR
PROVIDES GENTLE CLEANSING, LEAVING HAIR SOFT AND SILKY

7. FEAR ME KNOT NATURA
 Powerful and natural tool  Segue into the U.S. market
 Brazil symbolizes F.M.K  Redefine Brazil as more than
multicultural vision Samba and Soccer
 Conditioner is perfect for curly  F.M.K campaign is similar to
hair issues Natura’s real women adds
 Affordable, sustainable, natural,  Use of refill will help the
and environmentally friendly environment
 Sells refills  Globalize the Brand and our
 Financial Backing Message
 Mass market exposure
BENEFITS TO MARRY

8. THE FACE OF NATURA- THE FUSION OF CULTURE

9. CVS AND TARGET
Strategy: Brand awareness to create a unified
beauty company that does not segregate due to
hair texture
Tactics: Mass market will bring more consumer
knowledge to “Fear Me Knot and Ekos
Tactics: To convert the 5.5% of black women who
no longer buy at home relaxer kits
Tactics: To compete with our consumer’s favorite
products

11. SALES FORECASTING
 At home relaxer kits, sales are down by 5.3%
 Unit Volume is down by 5.5% (1.5 mil.)
 If 60% of these women were to buy “Fear me Knot” the # is 49,500
 Latinas buy double of any other race in personal care products
 considering they also have a greater curly hair population that does not
need or relaxes their curls (49500 x 3) = 148,500
 50,000 units went to any other race with curly hair
 25,000 Miscellanious teens, 40 plus, the rest of the 40% who are no
longer relaxing, anyone without curly hair that likes to come and
condition their hair

12. COST OF GOODS SOLD %
Retail Price Retail Margin Wholesale price
$19.99 40% $11.99
COG Wholesale price COG/WP
$2.63 11.99 21.93%

13. COST OF GOOGS – WEIGHTED AVERAGE
Sku's retail
Forecast Sales Cost Cost of goods
price/net revenue
$11.99 300,000 $3,598,200.00 $789,000.00 22%
$7.49 350,000 $2,622,900.00 $471,240.00 18%
Total 650,000 $6,221,100.00 $1,260,240.00 20%

14. TOTAL LAUNCH ESTIMATE (ALL DOORS)
CVS AND TARGET (8,545)
PQ for Fear PIPE Three Six Months Nine Twelve
Me Knots Months Sales Months Months
Sales Sales Sales
145,265 102,588 1,538,100 1,657,730 1,751,725 2,230,245
PQ For
Ekos
170,900 128,175 1,922,625 2,093,525 2,178,975 2,563,500

15. P&L FOR FIRST QUANTITY 300 &350 THOUSAND
AD & Promo,
Fear Me Net Sales Cost of Sales PR, Web, Overhead Net Profit
Knots Revenue Goods Margin Present & Costs Goal
Merch Costs
Dollar
Amount $5,350,000.00 $1,260,640.00 $4,089,360.00 $1,070,000.00 $1,400,000.00 $1,428,720.00
% of Sales $5,350,000.00 23.56% 76.44% 20.00% 26.17% 26.71%

16. FEAR ME KNOT COMB FORECAST
Per Door Estimate
PQ 17
weekly sales 12
Pipeline ( first 15 weeks) 180
additional ( 3 months) 180
6 months 194
9 months 205
12 months 261

17. FORECAST FOR EKOS CONDITIONER
PER DOOR ESTIMATE STORE
PQ 20
Weekly Sales 15
Pipeline 225
Additional 3 Monthhs 225
6 months 245
9 months 255
12 months 300

18. WEBSITE NATURA - EKOS
 Instructional video that shows  The sustainability and point
functionality and benefits of of difference
Fear me Knots Comb
 Brazilian and American
 Tips and Tricks to achieve the Bloggers
perfect curls from professional
stylist and Videos  The beauty of the Amazon
 Tips for mommies on pictures and videos
detangling their babies hair  Education on Natura Ekos
 Collage of Beautiful curly hair products and their
models and everyday women commitment to conserve
and teens the environment
FEAR ME KNOTS WEBSITE

19. WWW.FEARMEKNOT/EKOS CONTEST.COM
 To celebrate the International Year of
Biodiversity, Fear me Knots and Natura
Ekos launches a promotional contest.
 The winners will embark on an incredible
journey to the Amazon to learn the ancient
nut of Sustainable Development Reserve
Iratapuru River in Amapá, where they can
monitor, closely, the intricate work of the
community in collecting nuts.
 This experience will be photographed and
narrated by the travelers themselves, * and
published in an edition of National
Geographic Brazil and the Winner will be
featured In the next fear me Knot
camapaign.
 To compete for the prize, choose one of the
biomes (Amazonia, Atlantic
Forest, Cerrado, Caatinga, Pantanal, Pam
pa, Coastal Zones and Marine ) and
tell, through pictures and previously
unpublished manuscripts of his own, which is
his personal story about this place. Have any
special memories? Witnessed some

20. CONTEST

21. WEBSITE IMAGES