New York, NY (PRWEB) December 03, 2013
For nearly a decade, the Dr. Miracle’s brand, built on the foundations of grassroots marketing and highly interactive consumer activity, has provided its consumers with treatment based products to promote healthy hair and scalp. On December 2, 2013, the leader in treatment based ethnic hair care will reveal its new branding campaign through the relaunch of DrMiracles.com.
With online consumer interaction accepted as the “new normal” for any grassroots effort, it became clear that all consumer facing communication deserved a refresh. As a homage to Dr. Miracle’s target consumer, the new campaign focuses on the lifestyle of authentic beauties across the board. Relaxed, natural, straight, kinky and curly textured hair is represented on an array of skin tones from creamy bisque to milk chocolate to represent the expansive beauty of our consumer base. Because the Dr. Miracle’s Authentic Beauty is self-actualized and empowered, the brand campaign urges her to become her own hair expert by encouraging her to partner with the trusted doctor whose priority is helping her to achieve her best hair life.
According to DRM-JPC Brands Chief Marketing Officer Kimberly Hairston, “Dr. Miracle’s is a brand that serves a population of women who define their own beauty especially where their hair is concerned and empower themselves by understanding the products that they consume. They also share tips and thoughts on beauty with their peers through social media channels frequently. Our new campaign focuses on the creation of her very own TREATMEnt Plan, allowing her to be a contributing partner in her own prescription for hair health.”
To drive home active participation in her own #TREATMEntPlan, consumers who visit the newly developed web site will have access to an interactive diagnostic tool designed to provide them with customized solutions for their hair health challenges. In addition, consumers have the opportunity to upload a “selfie” for a chance to serve as our website model of the month, participate in the “Ask the Doctor” feature and access all of the Dr. Miracle’s social media platforms.
The newly released advertising campaign will be seen in publications like Hype Hair, UPTOWN, Heart & Soul and Today’s Black Woman as early as February 2014 and its new look will be shared through online media partners Moguldom starting December 2, 2012.