LOOKING GOOD! - KMI Brands

theknowledge
LOOKING GOOD!
Issue 22

CEO’s
statEmENt
We have moved our King of Shaves business
into a separate company (still with Will and I as
owners and as Directors) and we have called
this company The King of Shaves Company –
no focus groups needed for that. Will is running
King of Shaves on a daily basis.
All the other businesses have been kept in KMI
which is now trading as KMI Brands Ltd. This is
run by me on a daily basis and this newsletter is
primarily about KMI and its brands.
The retail value of our sales is something around
£40m and covers various areas of toiletries –
female haircare, male hair styling, fine and mass
fragrances, body care products, mother and baby
products and various other bathing and pampering
products. These are to be found across all the
major retailers such as Asda, Boots, Debenhams,
Morrisons, Sainsburys, Superdrug, Tesco and
many more.
The company is managed from its modern offices
in Teddington, Middlesex by a young team of
brand managers, product designers and customer
relations staff dedicated to growing the brands in
the portfolio.
2009, was a year of changes... After 16 years of growing the KMI
business it was time to change things about a bit.
We have only two ambitions: make products
which people will love to use and make products
which our retail partners find profitable to sell.
All our products need to fulfil these two ambitions
otherwise they do not get launched.
In the next pages you will find out a lot about our
current product line-up. We will very soon be
announcing a whole raft of new brands which
have been developed and will appear in our range,
from the end of 2009 onwards. There aren’t many
companies like us in the UK and I hope you enjoy
reading about us and our team.
These are exciting times and I look forward to
working with you for the remains of 2009 and into
2010. Many thanks for your support.
HERBIE DAyAL | CeO | herbIe@kmIbrands.COm
CEO’S STATEMENT

ChrIstmas Is COmING
And ted And hIs lIttle helpers Are fIllIng the shelves.
It’s that time of year again when Ted comes into
his own with a fantastic selection of gifts, with an
entry price for Bodywear at £5 to luxurious fragrance
gift sets at £35.00.
Christmas accounts for no less than 60% of our
annual retail so it is imperative that we get the offer
right and ensure there is something out there to suit
all tastes and budgets. This year is more important
than ever with everyone focusing on price and value.
Exclusively to Boots the Bodywear range is even
bigger and better this year with a selection of gifts
ranging from £5 – £35. For him we have ‘Especially
for Brew’ Ted’s very own mug set with hair and body
wash products. No one is going to forget your sugar
as the mug has tick boxes, so your beverage comes
just the way you like it!
For her we have a fantastic selection of products
including a cosmetic purse and wash bag featuring
a fabulous Ted Baker print. Look out for ‘Now and
Zen’ which is packed full of indulgent Bodywear
goodies and a relaxing eye mask for when it just gets
too much this Christmas.
Ted Baker Beauty has a Christmas gift offering
this year, some including our beautiful fragrances
to ensure you smell as good as you look. We’ve
packaged our Woman fragrance in a limited edition
red sleeve to match our scarlet lip shade – so you’ll
never be without this season’s hottest colour. In fact,
the Ted Baker Beauty collection is so packed full of
gorgeousness, it’d be fair to say it’s beauty-full.
The gift sets are available from larger Boots stores
and are included in the 3 for 2 offer.
Last but by no means least we have this year’s
fragrance gift sets, all packaged in ridged boxes
with a Ted Baker fashion print running behind the
product. For added indulgence on the ladies sets
we have wrapped a grosgrain ribbon with bow detail
around the box so there’s no need to wrap if you
are feeling a little lazy this year. Select from a range
starting at £14.99 at The Perfume Shop, £20 in
Debenhams for exclusive limited edition scents and
Boots from £20 – £35.
FURTHER INFORMATION: www.tedCares.COm
TED BAKER FINE FRAGRANCES & BODYWEAR

wE’vE GOt ChrIstmas
aLL wrappED up!
It’s thAt tIMe of yeAr AgAIn when ChrIstMAs gIfts
wIll be brIghtenIng the shelves. here’s A tAster of
KMI brAnds’ offerIngs.
PHIL SMITH
Following on from the success of Phil Smith
Christmas 2008, 2009 is looking even better with the
Blonde and Brunette Collection gift sets, available
in-store soon – the perfect stocking filler for some
festive sparkle and shine!
Both collections enhance hair colour whilst the Brunette
Collection Super Shine Shampoo and Conditioner
also adds dazzling shine and the Blonde Highlight
Enhancing Shampoo and Conditioner provide subtle
shimmer in the Blonde Collection. For the finishing
touch, the limited edition Hair Glitter Spray adds some
seasonal sparkle, for the perfect party hair!
GOODWORKS
Created by Kathy Phillips, GoodWorks offers a true
Aromatherapy experience, using only the highest
quality essential oils to provide beautiful therapeutic
fragrances in natural, plant derived bases. Launched
exclusively with Boots in 2008, the range supports the
Kids Company Charity (www.kidsco.org.uk) – a cause
close to the heart of Kathy Phillips.
Over the festive season with the sales generated by
the Christmas sets, GoodWorks aim to raise £10,000
to provide 1000 Christmas Day dinners to underprivileged,
inner-city children and young people.
DEAD SEA SOURCE
This year the Dead Sea Source brand celebrates its
fifth year in Boots. The formulations use dead sea
extracts with natural ingredients to create luxurious
products with added customer benefits.
The Dead Sea contains some of the highest levels of
minerals to be found anywhere on earth (12 of these
minerals are unique to the Dead Sea) and is world
renowned for the healing benefits these can offer to
people’s wellbeing and skin.
The brand currently consists of sub-ranges to help
detox, de-stress, nourish and invigorate. Most recently
‘Indulge with Monoi’ was welcomed as an addition to
the Dead Sea Source portfolio.
The Monoi range introduces three SKUs with a beautiful
new fragrance and colour palette:
• Bath Essence, 250ml
• Body Lotion, 200ml
• Shower Cream, 300ml
Eight mini SKUs were also launched recently offering
consumers a selection of Dead Sea Source travel
treats.
FURTHER INFORMATION: www.phIlsmIthhaIr.COm
www.gOOdwOrksarOmatherapy.COm
PHIL SMITH, GOODWORKS & DEAD SEA SOURCE

mOuth watErING trEats
the beAutIfully delICIous rAnge wAs ConCeIved followIng the
suCCess of body shop body butters And the lACK of produCt
CoMpetItIon In the MAss/preMIuM ArenA. froM thIs stArtIng poInt
A ColleCtIon of AffordAble beAuty treAts utIlIsIng the benefIts
of nAturAl fruIt extrACts And oIls were born.
Building on the huge success of three Body Butters
launched in 2006, Beautifully Delicious now offers 27
products and has a very loyal and committed fan base.
It has become known for its signature fragrances and
fun packaging, but more importantly, their great product
quality at really affordable prices.
Available nationwide in over 2000 stores, including
Tesco, Sainsbury’s, Boots and Morrisons, KMI Brands
are about to unveil a whole new look for the brand. With
the success of Coconut & Shea, Papaya & Mango
and Honey & Almond it was time for a new fragrance.
Strawberry & Pomegranate launches in October 2009.
Available in three new products:
• Body Butter in 200ml
• Body Lotion in 500ml
• Bath & Shower Gel in 500ml
BIG BITES
To offer even greater value we are moving to 500ml, with
four fabulous flavours and a credit crunching value RRP
of only £2.99:
• Coconut & Shea Bath & Shower Cream
• Papaya & Mango Bath & Shower Gel
• Honey & Almond Bath & Shower Cream
• Strawberry & Pomegranate Bath & Shower Gel
SMALL BITES... MINILICIOUS GIFT SET
Launching October 2009 offering more choice for the
consumer at a competitive gift set price point.
The set (pictured below) includes 50ml versions of
Coconut & Shea Bath & Shower Gel and Body Lotion plus
a Papaya & Mango Bath & Shower Gel and Body Lotion.
RRP £4.99
INvESTMENT BITES
We are investing in a wider marketing campaign during
the next 6 to 12 months, including e-commerce, trial sizes
and targeted PR campaigns.
FACEBOOK
Stay in touch with all Beautifully Delicious’ going-ons
including PR, new product launches, offers etc. by
becoming a ‘fan’ on Facebook.
SMALL BUT SWEET:
The new ‘minilicious’ gift set.
BEAUTIFULLY DELICIOUS

stOry
Of sOhO
suCCEss
wIth A ContInuIng ethos of ‘style not
fAshIon’, fIsh hAs gone froM strength
to strength In the pAst 22 yeArs...
1987: Fish Hairdressing salon is opened by Paul Burfoot on
D’Arblay Street, Soho, London. Formerly a sex shop,
he stripped the walls to find beautiful art deco tiles,
revealing the shop used to be a fishmongers – hence
the name ‘Fish’ was born.
1990: Started with the famous Fishwax (now Fishfingers)
because there wasn’t a wax on the market that could
be easily washed out.
2001: Fish teams up with KMI and launches a hairstyling
range, in striking orange and white packaging, of 15
styling and grooming products for guys and gals.
2003: Redesigned in vibrant blue with nine products.
2007: To celebrate 20 years of Fish, we welcomed the Fish
Platinum Edition Fragrance range with a mature
fragrance fusing together notes of amber, black leather,
birch, cedar leaves and black tea.
2007: Fish Soho Scent hair and bodywash and APD was
launched, with a refreshing smell of coconuts with a
citrus burst.
2008: AquaFish launched. A new breed of quality waterbased
styling products meaning they were easier to
wash out but just as stylish as the regular Fish range.
2008: Following the success of the original Soho Scent,
KMI introduce ‘Soho Scent 2’ with a mix of
bergamot, cinnamon, sandalwood and vanilla.
2009: Fish ventures back into the female market with a
range of ultra-sexy styling products under the name
of AngelFish.
2009: Refreshed look Fish website... coming soon!
2010: Many more ideas in
the Fish pipeline!
FURTHER INFORMATION: www.fIshsOhO.COm
LIttLE mE GOEs DOwN uNDEr
Little Me Organics now in its seventh year of trading,
contains certified organic ingredients and the purest
essential oils, targeted at pampering both babies and
mums alike.
After listening to customer feedback we are exhibiting at The
Baby Show, October 16-18th 2009, Earl’s Court, stand A20.
With our distribution in Boots, Sainsbury’s, John Lewis
and most recently, Mothercare and Toys R Us, Little Me
is going from strength to strength in the UK and is now going
international...
From September, the brand will be heading down under
and will be available in Priceline stores in Australia and
Progressive Supermarkets and Farmers stores in
New Zealand.
straIGht taLKING
Phil Smith is a rare breed within the hairdressing world – not
only has he received awards and plaudits for his creativity; he is
also admired and respected within the hairdressing industry for his
tremendous business acumen.
To compliment Phil’s cutting and styling
skills, he has designed a signature range
of products, Phil Smith – Be Gorgeous,
available exclusively in Sainsbury’s.
In June of this year, Phil Smith launched its
new super straight range (as pictured on
the left). The ‘Glossy Locks’ Shampoo and
‘Oh So Smooth’ Conditioner transforms
hair into super sleek, straight, frizz-free
and glossy locks. To complete the super
smooth look, the ‘Leave Me Sleek’ Serum
completes the regime, for stunningly
straight, salon-styled hair!
Phil is a nominee in the British
Hairdressing Awards 2009.
FURTHER INFORMATION: www.phIlsmIthhaIr.COm
FURTHER INFORMATION: www.lIttlemebabyOrganICs.CO.uk
FISH & OTHER NEWS

KMI TEAM
NEw OffICE, NEw tEam,
LOOKING GOOD!
It’s always nice to put a face to the
voice, so let’s introduce the KMI family.
As of June this year, KMI Brands moved
to its new office in Teddington, Middlesex
merging members of the original Floraroma
team with those of the former KMI office in
Chesham plus some new faces altogether,
so say hello to the gang...
:: STOP PRESS :: STOP PRESS :: STOP PRESS :: STOP PRESS :: STOP PRESS :: STOP PRESS :: STOP PRESS
phIL smIth ON a wINNING rOLL
Not only did Phil Smith Mirror Shine Spray win a top accolade in Reveal
Magazine for Best Finishing Product 2009, Phil Smith Xtreme Style Xrated
Shine Serum won Essentials Best Beauty Buys 2009! Phil Smith has also
been nominated for other various prestigious awards, so watch this space!
KMI Brands Ltd.
Harlequin House, 7 High Street, Teddington, Middlesex TW11 8EE, UK
T +44 (0)20 8614 4700 F +44 (0)20 8977 8228
W www.kmibrands.com E info@kmibrands.com
GUESS WHO:
Top row: Kirsty Hayward, Rachel Groom, Charlotte Hackney,
Donna Rankin, Atul Sharma, Kiran Kanda, David Dawson, Michelle Gilmour,
Laura Eggleton, Anthea Abela, Charlotte Leonard, Herbie Dayal.
Bottom row: Spencer Harding, Shelley Smyth, Tiffani Lee, Elaine Gilroy,
Lisa Stone and Sarah Bayliss. (Absent from photo: Claire Green, Tracy
Chalkley, Leanne Heath, Lorelle Marnoch... we’ll get you next time!).
© KMI Brands 1999-2009. ® and TM denoTe TradeMarKs. aLL rIGHTs reserVed.
PrInTed on 50% recycLed PaPer and Is Fsc cerTIFIcaTed. KMI reF: K2684. e&oe