Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Seed by Akimi: Brand invites consumers to complete an online questionnaire on their specific hair characteristics and needs, which is used to create their custom, carob-bean-based shampoo, conditioner and/or reconstructor "for the same price as many popular premier brands like Aveda and Kiehl's," according to April 5 release. Individuals' answers will determine whether products contain "enhancements such as rice and oat protein that add volume to fine hair or natural humectants to detangle and enhance curls," says Akimi, which operates salons in San Francisco area and SeedByAkimi.com. Users also can choose to add sunscreen and/or natural fragrance. Inspiration for line built on carob beans was Founder Carolyn Luu's experience as a child in Vietnam soaking "bo ket" pods in warm water and using the water to cleanse her hair, according to website. Carob bean offers many of the same benefits, "lending shine and suppleness to hair," she says. Seed by Akimi conditioner and shampoo sell for $18 and up, depending on enhancements, and the reconstructor for $19 and up