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Serving the Niche

Posted: May 8, 2007

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Activate Beauty is formulated with natural ingredients from sea and earth, but doesn’t make an organic claim. Instead, the focus is on the fragrance, a key selling point in the retail environment. “Fragrance is something that is key to anything we buy. We wanted the products to be fresh, fruity and clean smelling,” said Chariff. “We didn’t want an overpowering fragrance.” Additionally, the packaging is clean and visually appealing, due in part to its simplicity.

The future of the brand includes expanding the product offerings. “Down the road, I think there will be opportunities in bath and body, perhaps even a fragrance,” said Chariff. In the end, the brand will continue to focus on its niche. “The trends are niche markets. You can’t compete without a niche,” said Chariff. “Activate Beauty was to achieve a hair care brand and make the statement that it’s more of a lifestyle brand.”