Akin Presentation
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Category Insights & Implications<br />
Key Insight<br />
• More competition than ever before<br />
in the Natural space. It’s now more<br />
accessible, affordable and cluttered.<br />
• The world of Natural has changed.<br />
Cheaper, mass natural brands with<br />
less quality have blurred the lines.<br />
Natural no longer just means ‘No<br />
Nasties’, its evolved & become<br />
extremely fragmented & confusing<br />
for consumers.<br />
• Treatments is the fastest growing<br />
segment in Natural Haircare.<br />
Direction for future Strategy<br />
• Unique and ownable brand<br />
positioning that sets us apart from<br />
the clutter and justifies a more<br />
premium price point.<br />
• Increase compelling claims across<br />
multiple ranges and products to<br />
communicate efficacy and point of<br />
difference.<br />
• Capitalise on a high growth<br />
segment by launching into the<br />
Treatments space to further<br />
cement leadership in Natural<br />
Haircare.
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