John Paul Mitchell Systems
Marketing Project Part I
Principals of Marketing 111B
Dr. Stanley J. Mikalonis III
October 6, 2014
Paul Mitchell began his life as Cyril Mitchell. He is a second-generation hairdresser who followed in the footsteps of his mother who was the first hairdresser in their hometown of Carnwath, Scotland. Paul Mitchell came to the United States in 1960 while working for Vidal Sassoon and helped him open his first American salon. Paul Mitchell was a visionary in haircutting and invented styles and haircuts that are still popular and worn today. One example of his pioneering haircuts is the “shag” (Morgan, n.d.). Paul Mitchell was intrigued with stories of how the Hawaiians bathed and shampooed their hair in the waterfalls using different flowers and blossoms for fragrance. Shampoo ginger or 'awapuhi kuahiwi' has been found to have many purposes such as an anti-inflammatory to help soothe toothaches, headaches, and sore stomachs (Singeo, 2005). In 1976 awapuhi became one of the cornerstones of the Paul Mitchell product line. John Paul DeJoria was a salesman most of his life. He sold products such as Christmas cards to encyclopedias. In 1964 while working for Redken, a future competitor, he met Paul Mitchell and two become fast friends. He had been homeless at least twice during his adult life and when Paul Mitchell asked him to partner in his business, he lived out of his car. Together they had only about $700.00 to start up John Paul Mitchell Systems in 1980. John Paul Mitchell Systems had very humble beginnings at best. The packaging was simple: white bottles with black lettering. The product line was simple: Shampoo One, Shampoo Two, and The Conditioner. The means of marketing simple: door-to-door, salon-to-salon, and product demonstrations. The two men believed in their product's value so much that they offered a 100% guarantee...
References: Alvarado, M. (n.d). Culture of Paul Mitchell. Retrieved October 6, 2014, from http://paumitchell
Breyer, M. (2005, June 16), John Paul Mitchell Systems celebrate a quarter century.
NaturallyCurly.com. Retrieved October 6, 2014, http://www.naturallycurly.com/curlreading/
Morgan, K. (n.d.). Angus Mitchell – The first family of hair. IslandConnections.com.
Retrieved October 6, 2014, from http://www.islandconnections.com/edit/mitchell.htm
Singeo, W. (2005, June 24). Shampoo ginger has a history of versatility.
HonoluluAdvertiser.com. Retrieved October 6, 2014, from http://the.honoluluadvertiser.com/
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