Home SMART 100 (2013) Dazzle Strands hair embellishments (VIC) – 2013 Anthill SMART 100

Dazzle Strands hair embellishments (VIC) – 2013 Anthill SMART 100

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1. THE BEGINNING

This innovation came to life when…

V&C Exhange founders where on a buying trip in the U.S. and noticed celebrities and normal women alike wearing the trend of feathers in hair. However, the thought of wearing feathers from a rooster specifically bred and euthanised for that purpose was not an option.

We searched the world over for an ethical alternative — faux feathers that would simulate the look and feel of a real feather — but couldn’t find one. So we decided to develop it ourselves and now we bring it to the world.

2. WHAT & HOW

The purpose of this innovation is to…

Allow women to continue wearing the trend without contributing to animal cruelty. As with any synthetic product, cost and quality are very well controlled, unlike their animal-based counterpart.

It does this by…

Replicating the look and feel of a REAL thin grizzly rooster feather, yet being completely man-made in an ethical work environment.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

In reality, nothing has come before. Dazzle Strands clip-in faux feather extensions are the first of their kind in the world.

The benefits to the customer/end-user include…

Abundant supply, controlled retail pricing and quality control.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

Simply breeding a rooster until it reached maturity and then euthanising it for its feathers. The global demand for feathers has now outstripped its supply and farmers cannot keep up.

Its predecessors/competitors include…

REAL grizzly rooster feather suppliers like Featherlicious, who are not only foreign-owned but supply three feathers for RRP$39.95 as opposed to Dazzle Strands clip-in faux feathers which are Australian-owned and are 4 for RRP$19.95.

5. TARGET MARKET

This innovation is made for…

Women aged 18-55; however 3% of the demographic is males aged 18-25. By far the largest segment within this demographic is women aged 18-35 who are both fashion-conscious and consumers of celebrity-based magazines and social content.

6. DISTRIBUTION STRATEGY

It is available for sale through…

Major beauty retailers like Petra Haircare and Esprit Hair, as well as individual beauty wholesalers and selected salons. Dazzle Strands also has an extensive online shop and online wholesale shop.

Our marketing strategy is to…

Open a Melbourne CBD-based express beauty bar where Dazzle Strands are sold alongside top salon brands and popular salon services. A small sales team will focus on wholesale sales and export — particularly the U.K., Mexico, Canada and New Zealand.

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FINE PRINT
This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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