Organic Root Stimulator(TM) Evolves The Number One Ethnic Hair Care Brand
Blue Island, IL (BlackNews.com) -- Namasté Laboratories, makers of Organic Root Stimulator(TM) products, the leading U.S. ethnic hair care brand, has announced the launch of its new brand identity, and evolution from Organic Root Stimulator to ORS(TM). The new brand identity reflects the company's transition into a multinational beauty company which is the brand of choice in more than 40 countries worldwide.
What sparked the change? The new name, logo and tagline "ORS: The One" reflects the deep connection Organic Root Stimulator has cultivated with their loyal and diverse audience, as much as it declares its leadership and distinctive brand position, #1 and its distinction as the one that is Nature's Secret to Healthy Hair.
"This is an exciting development because Namaste is more than just a company selling hair care products," said Gary Gardner, President and Founder of Namasté Laboratories. "We care about women of color feeling good about themselves in totality, especially when it comes to their hair. The culture of our brand is deeply rooted in herself and proud lineage. We know that there is an ongoing dialog. So, when they speak, we listen. In that spirit, we listened to her wants and needs and decided we owed her something new and somewhat different. "
Most women of color recognize Organic Root Stimulator as that iconic brand, and yet one that could use a language that is more relevant to her today. She recognizes the healthy, nourishing, natural ingredients and product effectiveness that have worked for her for 15 years. She is attached to so many parts of the brands' essence, then, but wanted a more telegraphic language and visual expression of it.
Insights such as this were gained through extensive consumer research, which led to the "ORS" brand evolution.
In the coming months, customers will become as acquainted with the simpler, graphically bold, enhanced image and package designs on the outside, as she is with the product integrity inside. "ORS: The One," will be attached to all campaign components. The style & name update is more contemporary, easier to remember and distinguish, but just as natural, healthy and familiar as the brand made number one years ago. ORS Is The One for Healthy Hair.
Starting in February 2013, the ORS team will hit the streets with a dynamic PR tour to introduce the new ORS brand directly to the consumer. The tour will make stops in Atlanta, for the Bronner Brothers Show in mid-February; Los Angeles for the Spectrum Show in mid-March; along with stops in Chicago, Houston and New York.
Namasté Laboratories was founded in 1996 and is the leading ethnic hair care company to address the needs of the health-conscious, multi-cultural consumer market. For further information about this brand evolution or the ORS PR Tour, please contact Crystal Snoddy at 708-824-1393 ext. 229 or csnoddy@organicrootstimulator.com or visit www.orshaircare.com.
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