CURRENT PROBLEM
The inconveniences that come with caring for textured hair may be amplified by women who are covering for religious/personal purposes. Fabrics like cotton, chiffon, viscose, or jersey can cause breakage over time. If women with these textures and patterns are constantly covering it, they can be more susceptible to breakage. Some women might not want to put too much investment into their hair, because their head isn’t on display for the public–especially for those in the younger age groups, like tweens and early teenagers.
PRODUCT VALUE
The market of the curly hair community is growing at a rapid pace, which can give incoming customers a sense of feeling overwhelmed and cause them to hinder on what to spend their money on. While Nourish Al Haya’s presence might add to the growing market, it also offers resources that allow newcomers to experience much easier and quick research for what they really need.
TARGET AUDIENCE
Women who have textured hair. Their curl patterns range from 3A to 4C. These women also wear head coverings for religious or personal practice and are experiencing hair damage because of this.
PRODUCT BENEFITS
All natural ingredients with not harsh/damaging chemicals. Vegan, no animal byproduct or testing. Each product will display a level of moisture for its hair type.
UNIQUE CAPABILITIES
The true benefit does not lie in the physical product. The product expands to from the physical use to digital. The company of this brand also has a web page/app that helps the different variety of curl patterns by offering quizzes for user to find the right product and routine for them, and forums for users to talk and give advice.
PRIMARY PRODUCTS
PRODUCT LINE
Nourish Al Haya aims to be a brand of high-quality natural hair products that are affordable for most individuals. There will be a wide range of products that are needed for an individual, depending on their hair type. They can figure this out by taking a quiz/survey offered on Nourish Al Haya’s website or app. Once the survey is completed, they will be sent a “trial box” based on the answers they provided. This box will have small versions of all the products and accessories they need. If the trial did not work out for them, it could be returned with a money back guarantee within fourteen days after arrival. If they really like the product, they have the option to order small, medium, or larger bottles of what they tried out. There is also a monthly subscription provided at a small discount that they can opt out of or freeze at any time. When it comes to the physical products, there will be all natural ingredients. They will contain no animal byproducts, damaging ingredients like alcohols, dyes, and parabens.
COMPETITION
Personas
VISUAL STRATEGY
MARKETING STRATEGY
My Story
There is so much going on in the mind of a hyperactive child. Emotions towards things are more intense than that of an adult. There is an extreme love for things that bring pleasant feelings and extreme diversion for things that bring negative feelings. Things that brought me positive emotions were crayons, coloring books, and cold cereal. The things that made me feel negative were the mean girls that made me feel isolated, toilets, and getting my hair done. When my mom pulled out the hair basket, I would run to hide under my brother’s crib. She stopped doing my hair for me when I was around twelve years old. She didn’t feel like “going through all that hell” anymore and figured I can do it myself. I don’t think I ever cared for my physical appearance when I was younger. As a teenager, I rarely left the house or saw people. I grew up with three younger brothers and usually acted like them. Around age sixteen or seventeen, I wanted to care for my appearance, but found it confusing and pointless. I continued to neglect myself. Since the practice of wearing hijab was established for the women of the household, I saw no point in investing in something that was hidden. I was known by my family to have a “crown” due to the front of my hair being frizzy and usually sticking up. I still struggle with that today, but not as much.