Principles of Marketing
4 April 2009
The World of Paul Mitchell Systems
Hair care products are always in high demand regardless if it is your basic shampoo, conditioner, styling products, or color. The competition between product lines is obvious when you go to the store and look on the shelves, but most people aren’t aware of what is a professional line of hair care products. Paul Mitchell Systems is a long surviving product line in the beauty industry because; how it began, the unique marketing strategies, leading to the continuing success today. This product line began in the 1980’s by two friends, who met at a beauty convention in the 1970’s, John Paul DeJoria and Paul Mitchell, and both carried a vision of starting a company for hairstylist. John Paul DeJoria had a background in marketing and product formulations, and Paul Mitchell had the hairdressing background, and together the two would make a great team to begin a product line. This line would “provide tools of success for hair care professionals and educators, their salons, and the entire beauty industry” (1 The Story). This vision was the beginning of the two friend’s new styling method and what they didn’t know this was the begin to a huge success. But this company did not start out on the top; it’s like a “rags to riches story” (1 Morgan). The partners started out on a $700.00 loan to introduce 4 products; shampoo one, shampoo two, the conditioner, and four months later sculpting lotion. According to John Paul DeJoria, “[they] should have gone bankrupt perhaps 50 times during the first year” (1 The Story). They started with one small distributor, and after about two years they had made a little profit helping them travel salon to salon trying to promote their products to increase business. Only nine years after the business was up and running well, Paul Mitchell died of pancreatic cancer, leaving John Paul DeJoria with the company....
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