Akin Presentation

mcphersons

Daily Shine Shampoo 500ml

Discover beautifully healthy looking hair. Delicately

enriched with Rosemary, Cedarwood and Certified

Organic Lavender oil to gently cleanse the hair and

scalp whilst enhancing your hair's natural shine.

1310008

Daily Shine Conditioner 500ml

Give hair a natural moisture boost. Enriched with

Certified Organic Avocado Oil, Jojoba Oil, Calendula

and Wheat Protein, to rehydrate and detangle hair

from root to tip, while controlling frizz and enhancing

natural shine.

1320006

Moisture Rich Shampoo 500ml

Infused with a blend of Vitamin E and ProVit B5 ProVit

B5, this moisturising shampoo works to intensely

hydrate and smooth. Strengthening Wheat Proteins

help to repair damage, resulting in deeply nourished,

conditioned and moisturised hair.

1310014

Moisture Rich Conditioner - 500ml

Enriched with Organic Shea Butter, Abyssinian &

Macadamia Oils for a richly hydrating experience, this

creamy conditioner provides the deepest of

nourishment for dry hair. Working to repair damage,

lock in moisture and strengthen; hair is left smooth,

soft and healthy.

1320007


Our Products

Colour Protection Shampoo 500ml

Protect and enhance the colour of your colour treated

hair with this gentle shampoo, enriched with Quinoa

shown to help reduce colour fade. ProVitamin B5 &

natural Arginine work to strengthen and repair

damage caused by colouring, and help to improve

shine and colour radiance.

1310009

Colour Protection Conditioner 500ml

Enriched with Abyssinian Oil to restore shine &

moisture and Quinoa Extract to lock in colour & repair.

Colour treated hair looks and feels healthier day after

day.

1330043

Purifying Shampoo 500ml

Enriched with Lemongrass and Juniper berries, known

for their purifying properties, to cleanse, clarify and

reduce excess oil without over drying the hair or scalp

1310013

Purifying Conditioner 500ml

Hydrate hair without weighing it down. Delicately

enriched with Jojoba, Avocado and Geranium for

lightweight, tangle free conditioning with no heavy

after feel.

1320005


Mild & Gentle Shampoo 500ml

Gently cleanse sensitive scalps with this Mild, pH

Balanced and Fragrance Free shampoo, to leave hair

and scalp feeling, refreshed, moisturised and

comforted.

1310012

Mild & Gentle Conditioner 500ml

Mild and Hypoallergenic, Fragrance Free, Nut Free and

Gluten Free with a unique blend of Organic Rosehip

Oil, Oat Extract and Organic Shea Butter to provide

immediate moisture relief for dry, sensitive and itchy

scalps.

1320008

Moisture Rich Leave-In Conditioner

150ml

Give fragile ends some love with a highly concentrated

treatment, enriched with Antioxidants, Amino Acids,

Provitamin B5 and Certified Organic Avocado Oil to

add moisture and strength to your hair whilst

protecting from heat styling and environmental

damage.

1330001


Dry Shampoo 150ml

Instantly refresh your hair between washes and absorb

excess oil with A'kin's Dry Shampoo. A convenient way

to extend your hairstyle, without the need for water.

The unique formula combination of natural bamboo

and rice powder adds volume and texture without

leaving build-up or white residue. Enriched with Argan

Oil to help smoothness and shine plus Millet Seed to

help condition the scalp.

1330020


What A’kin stands for

At A’kin, our philosophy is simple;

pure, authentic and beautifully aromatic

skincare, crafted without parabens,

sulfates, artificial colours or fragrances.

Enriched with botanical extracts, our

skincare is designed to nourish and

enhance the appearance of our skin, just

as nature intended.


Core Value of Akin Products


Haircare still driving strong growth for the A’kin brand in

Australia

YTD 2018 YTD 2019

$2,000,000.00

$1,800,000.00

$1,600,000.00

$1,400,000.00

$1,200,000.00

$1,000,000.00

20%

25%

20%

15%

10%

5%

$800,000.00

0%

$600,000.00

$400,000.00

-5%

$200,000.00

-10%

-10%

$-

Hair

Skin

-15%


Treatments showing massive growth in natural haircare

Australia Pharmacy

MAT To 06/01/19

42.1

$21,490

$6,994

10.0

Natural Treatment

All Other Natural Haircare

Dollars (000s) YA Dollars (000s) Dollars (000s) Growth % YA


A’kin Haircare remains the #2 Natural brand in Australia

$4,679

$3,600

$2,530 $2,462

$2,146

$1,976

$1,768 $1,750

$1,565

$1,211

+12.7 +16.6 +14.7 +40.9 -3.3 +17.1 +56.5 +8.7 +31.7 +0.0

Total

Natural

Sukin

Total

Natural

A'kin

Total

Natural

My.Organics

Total

Natural

Hask

Total

Natural

Dermaveen

Total

Natural

Klorane

Total

Natural

L'Oreal

Botanicals

Total

Natural

Essano

Total

Natural

Moogoo

Total

Natural

Shea

Moisture


Category Insights & Implications

Key Insight

• More competition than ever before

in the Natural space. It’s now more

accessible, affordable and cluttered.

• The world of Natural has changed.

Cheaper, mass natural brands with

less quality have blurred the lines.

Natural no longer just means ‘No

Nasties’, its evolved & become

extremely fragmented & confusing

for consumers.

• Treatments is the fastest growing

segment in Natural Haircare.

Direction for future Strategy

• Unique and ownable brand

positioning that sets us apart from

the clutter and justifies a more

premium price point.

• Increase compelling claims across

multiple ranges and products to

communicate efficacy and point of

difference.

• Capitalise on a high growth

segment by launching into the

Treatments space to further

cement leadership in Natural

Haircare.


Initiative to capitalise on the growing hair treatment

category

Drive and disrupt with innovation in Natural Haircare with

on trend ingredients and leading formats:

Aggressively expand our Treatment range with range

extensions & exciting NPD eg. Hair Masks, Finishing

Serum, Nourish The Ends Booster etc


Key strategy: Drive brand awareness

RESONANCE

RESONANCE

Aligns with consumer

values

JUDGEMENTS

JUDGEMENTS

Natural ingredients,

gentle, safe

FEELINGS

FEELINGS

Self rewarding,

consumers feel

good about using

natural

PERFORMANCE

Pure, concentrated &

Pure, concentrated &

highly efficacious natural

highly beauty efficacious

natural beauty

IMAGERY

Clean, natural,

fragrant, pure, unique

& wood grain and rose

gold

SALIANCE

SALIANCE

Natural

Natural

hair

hair

care

care

Start building the blocks from brand awareness to advocacy by first telling the

consumer who we are, and how we can meet their needs through:

• Advertising

• Sampling


A’kin is proud to be:


Why we don’t include these nasties

SILICONES

Plastic that coats a layer on the hair and skin and

stops the goodies penetrating

SULFATES

PARABENS

PEGS

PHTHLATES

MINERAL OIL

SYNTHETIC

FRAGRANCES

A surfactant that causes irritation and strips oils from

the skin and scalp

A preservative with lot of bad press for negative

health factors

A thickener to build up formulas containing Dioxane

known for its health risks

A high risk ingredients made from plastic and used as

a softener for

more flexible formulas

An ingredient derived from petrol which coats the

skin with

a non breathable layer

Allergy and irritation causing ingredient


A’kin is proud to use

UNIQUE CO2

EXTRACTION METHOD

NO HEAT – protects heat sensitive ingredients

NO OXYGEN OR SOLVENTS – stabilises the oil and reduces

chance of rancidity

Maintains the PURITY and INTEGRITY

HIGHER QUALITY oil for your skin


It’s not enough just to have natural ingredients.....

Quality, purity and unique combinations to maximise the benefits

to your skin

Ingredients are carefully selected for their skincare performance

and benefits

NO cheap fillers to bulk out or dilute a formula

The way oils and essences are prepared directly affects the

quality of skincare

We utilise unique extraction methods to

harvest the most beneficial parts of the plant and seed


Target Market

Who would be looking to purchase A’kin?

1. Current natural

skincare users

2. Anyone who is

interested in trying

natural skincare

Who are they and what are they looking for?

Interested in health

and wellbeing

Want products that

are gentle

Want products that

look good

Want authenticity

Beautiful products

that perform

Knowledgeable

about natural

Australasia made is

preferable

Looking for high

quality products

Easily fit into their

routine


Target market

ECO CHIC

PROBLEM

MANAGERS

ETHICAL IDEALISTS

25-39

Style & Image

Conscious

Natural is trendy

Looks good on

bathroom shelf

25-39

Moderately

committed to

Like natural but

leave to treat skin

Want

concern

gentle natural

solutions

30-55

Committed to

Natural

High Knowledge

Care for the

environment


Key initiatives: Drive brand awareness

Amplifying the brand identity and unique points of difference

1. Maximise retailer tools: Social media, mailers, etc

2. Sampling: Events relevant to the target consumer, solus direct

mail

3. Print advertising: Publications relevant to the target consumer

Magazine Total Audience Age Group

Nadia 503,000 25-44

MindFood 1,360,000 25-59

Good Health & Wellbeing 412,586 25-44

Good 108,000 25-45


Key initiatives: Drive brand awareness

Events:

• Green Living Show

• NZ Organic Natural Expo

• Go Green Expo

•Vegan Vibes

Similar magazines