Soft Sheen Launches Alternatives; Worldwide Leader in Ethnic Hair Care Targets Generation Y.

CHICAGO--(BUSINESS WIRE)--Sept. 29, 1997--The worldwide leader in Ethnic hair care flexes its marketing muscle and seizes an untapped opportunity among Generation Y consumers. Soft Sheen Products Inc. leverages its cutting-edge knowledge of African-American consumer segments to bring new products to the $1.6 billion Ethnic hair care industry by launching Alternatives(TM) this fall.

"Alternatives is staged to shake up the Ethnic hair care market," said Terri Gardner, president and chief executive officer of Soft Sheen. "The relaxer segment has not seen this type of innovation since Soft Sheen introduced a premium relaxer kit with Optimum Care nearly 10 years ago."

"After intensive market research, we found that Alternatives was the solution to address an unmet need with young, styling experimenters," said Gardner. "From the package design to the product positioning, Alternatives is a fresh, new approach to the Ethnic category."

Scheduled to reach store shelves in October, Alternatives is a brand of relaxing and styling products that specifically addresses the needs of the young consumer who varies her style daily. "The consumer that we've identified does not see herself on the products or in ads that are currently marketed to African-American consumers, and she doesn't want to use her mother's relaxer," said Gardner. "With Alternatives, this generation of young Black women now have a brand they can call their own."

Soft Sheen's extensive research findings of the young Black consumer and the marketing strategy behind Alternatives is similar to findings concluded by Sophisticate's Black Hair Styles and Care Guide and The Hunter-Miller Group as presented in July to the American Health and Beauty Aids Institute (AHBAI), an international Ethnic beauty trade association.

"Ethnic hair care companies are going to be left behind if they think brands from the '70s can keep pace with today's young, fashion- forward consumer," said Gardner. "Quite simply in fashion and beauty, a brand can't look older than the consumer who is purchasing the product."

"Alternatives enhances Soft Sheen's leadership position in all categories in which we compete and allows the company to continue to be the principal hair care provider for every member of the family," said Gardner.

The relaxer and styling aids category represents 36 percent out of $1.6 billion in Ethnic hair care. Furthermore, more than 80 percent of all African-American women wear their hair in relaxed hair styles.

After conducting extensive research among African-American women, Soft Sheen concluded that 18- to 30-year-old women are underserved. What these consumers want most is styling versatility and alternatives. Their alternative hair styles are paramount to their style and image, and they don't want to look the same everyday.

"To these young African-American women who spend a lot of time caring for their hair at home, Alternatives is the brand of relaxer and styling products that delivers healthy, strong, shiny, straight, beautiful hair regardless of the style they choose," said Gardner.

Capturing immediate attention as it clearly distinguishes itself from the pastels currently represented by the category, the packaging of Alternatives is unlike any other product seen on the shelves in Ethnic hair care today: Bold, vibrant and fresh. "No question the Generation Y consumer will know it's for her because she can see herself on the box," Gardner said.

"Whether she wants to wrap it, stack it, freeze it or twist it, only Alternatives products contain MRC, a unique moisture retention complex designed to protect the hair from the stress of frequent styling, heat styling tools and processing such as relaxers and colors," said Gardner, whose bold creativity and marketing savvy are responsible for the powerful brand awareness of more than 200 Soft Sheen consumer and professional hair care products.

Even the packaging copy on the box speaks right to the 20- something consumer: "You wear your hair up. You wear it down. And now, thanks to new Alternatives, you'll never wear it out."

This young, fashion-forward consumer also affords a strong opportunity for retailers to have state-of-the-art products on shelves as this heavy user of hair care products will impact other sections of the store. Soft Sheen's research has also concluded that African-American consumers are loyal to stores that carry their hair care products. In fact, once consumers choose a store as the destination to shop for their choice in hair care products, they'll spend discretionary income in both adjacent beauty departments and non-adjacent departments, such as clothing, skin care/nail care, snack foods, etc.

No other company is better positioned to initiate this charge than Soft Sheen. With more than 33 years experience, Soft Sheen knows its customers and has a solid track record of anticipating consumer needs.

"Our challenge is to both lead and follow the consumer, articulating hair care trends and needs and responding with the right hair care products," said Gardner. "The secret is knowing when to do which. Soft Sheen makes it our business to develop quality products to let our customers express however they want to look and feel."

Soft Sheen historically has been the most knowledgeable and innovative provider of top quality hair care products to African- American consumers. Soft Sheen has pioneered several hair care segments successfully, including the premium relaxer kit and maintenance segments with Optimum Care; the retail permanent wave segment with Wave Nouveau and Care Free Curl. In fact, Soft Sheen was the first ethnic hair care manufacturer to establish a children's segment within the category with Baby Love.

With a 16-year track record as an international marketer, Soft Sheen sales are expected to top $95 million in 1997 with a market of more than 33 million consumers in North America plus millions more in its international markets, including the Caribbean, Europe, Brazil and South Africa.

Soft Sheen Products Inc. is the preeminent hair care company for people of color all over the world, delivering innovative, high quality products for the past 33 years. Employing nearly 450 people worldwide, whose efforts helped produce and market the leading hair care products for Black consumers, Soft Sheen is committed to being a leader both in and out of the African-American community by being a good corporate neighbor and addressing issues that affect its stakeholders.

CONTACT: Edelman Public Relations 

Michelle Onesto Thompson, 312/240-2712

Julie Tauer, 312/240-2834