Dr. Miracle's revamps line to evolve beyond hair repair

NEW YORK — Ethnic hair care brand Dr. Miracle’s is evolving beyond hair repair positioning and driving the brand forward with a relaunch comprised of multitiered innovation initiatives and updates to formulas, packaging and advertising.

“First and foremost, we've increased our understanding of our consumer, learning more about why she likes our brand and why she uses our products. The answer: Our products have helped her repair her hair. So, she knows, first-hand, that our products work,” said Dr. Miracle’s CEO Randy Zeno, referring to the brand’s current positioning. “Our new direction will build on these findings to show her that in addition to helping her get healthy hair, Dr. Miracle’s can help her keep it healthy and beautiful."

According to the manufacturer, the most noticeable development will be the brand’s evolution of appearance at store level. The packaging redesign reflects Dr. Miracle’s’ efforts to increase consumer shopability. Recent studies show that consumers have trouble determining the optimum products to address their treatment and maintenance needs. Reinforcing product efficacy, as well as supporting consumer preferences, the new packaging design highlights product benefits, attributes and key ingredients. Other changes include an updated brand logo and a new milder, citrusy product aroma. The well-known tingling sensation remains.

In the addition, Dr. Miracle’s products have now been reformulated to include vitamins and natural ingredients, such as shea butter, aloe, coconut, jojoba and olive oils.

In addition to product development, the brand will be channeling this understanding of its consumer into a new advertising campaign, event outreach campaigns, marketing efforts, and digital programs.

The rollout of a new company website is anticipated for later this year, as well as the introduction of the first-ever official Dr. Miracle’s mobile application. 


“This is an exciting time for me to have joined the team. Within the past six months we've been busy behind the scenes repositioning, repackaging and reformulating. Now, we're ready to show our consumers the evolution of Dr. Miracle's with a new look, new products, new advertising, a new website, and new social media programs designed just for them. We’ve created a brand that truly celebrates our consumers as part of the family,” Dr. Miracle’s VP marketing Arnisha Hallett-Jones said.

New product developments include:

  • Edge holding gel ($5.49) — The new Edge holding gel is blended with jojoba oil, promising to create long-lasting hold for sleek styles.

  • Acai thermal protection styler ($5.99) — Formulated to protect hair from intense heat styling, the thermal protection styler is rich in acai berry extract for moisture as it adds shine.

  • Daily moisturizing lotion ($3.99) — Enhanced with a blend of jojoba and coconut oils, this daily moisturizing lotion is ideal for keeping hair strong, soft and manageable.

  • Conditioning shampoo ($5.99) — The conditioning shampoo is blended with olive, sweet almond and jojoba oils.

  • Leave-in conditioner ($5.99) — The leave-in conditioner is enriched with a blend of vitamins A, C, and E to help strengthen as it leaves hair soft, manageable, shiny and bouncy. Perfect to apply before roller setting or for maintaining a "wet-and-go" look.

  • Deep conditioner ($4.99) — Blended with jojoba oil and vitamins A and E, the deep conditioner revitalizes hair’s natural health, putting an end to breakage and dry scalp.

  • No-lye relaxer ($8.99) — Reformulated with three times more conditioning agents, the no-lye relaxer is made with essential proteins to help prevent breakage and strengthen strands while straightening. It also has vitamins A and E to promote healthy hair growth.

  • Oil sheen spray ($4.99) — Blended with shea butter and aloe, this spray conditions as it softens and adds shine.

  • Neutralizing shampoo ($5.99) — Blended with macadamia nut oil to provide hair and scalp with extra protection, the neutralizing shampoo is designed to be used with a no base crème relaxer. This neutralizing shampoo will restore moisture to the cuticle and provide conditioning benefits while completing the relaxer process. A special color alert tells users when the relaxer is completely rinsed from the hair.

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