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This report chronicles the journey of Julia Chiavaroli, Mira Camunez, Katherine Schiller, and Siddharth Somani through the Founder's Lab program, leading to the creation of INEZ, an organic, all-natural beauty brand specializing in hair care products. Motivated by a shared dedication to health and wellness, the founders embarked on a collaborative path, eventually converging on the concept of crafting a natural hair care solution. Rooted in comprehensive ingredient research and product development, INEZ emphasizes purity and nature, reflected in its earthy aesthetic and western influence. The branding strategy encompasses a distinct color palette, whimsical font, and the slogan "Rustic Roots." Targeting both women and men, the marketing strategy prioritizes online presence, especially on Instagram, complemented by plans for local event engagement. Pricing strategy is informed by market demand and unit economics considerations, with products priced at $19.99. Customer discovery efforts, including surveys, have shaped product development and pricing decisions, aligning INEZ with customer preferences for sustainability and organic ingredients. Through meticulous planning and execution, the founders have established INEZ as a promising venture at the intersection of health, beauty, and sustainability.
ContributorsChiavaroli, Julia (Author) / Camunez, Mira (Co-author) / Schiller, Katie (Thesis director) / Byrne, Jared (Committee member) / McElfish, Alex (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor) / School of International Letters and Cultures (Contributor)
Created2024-05