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Executive Summary

New premium health and beauty firm launches with two brands, hair-care brand Ookisa and soon-to-come anti-aging skin-care brand Kumaara, according to the March 3 release. The Los Angeles, Calif.-based company champions skin- and hair-care formulations "that combine the most sought-after and time-proven natural and organic beauty ingredients from around the world with the latest in scientific innovation." Ookisa takes a "system approach" to hair health with a volumizing and thickening regime consisting of Fortifying Shampoo, Replenishing Conditioner, Instant Volumizing Souffle - just under $30 apiece - and Nighttime Follicle Renewing Serum, priced at $62.95. Kumaara products contain a blend of antioxidant fruits, a "patented growth factor" and "advanced wrinkle-fighting ingredients." Items will be sold under a direct-to-consumer model supported by online marketing and "aggressive" public relations efforts, firm says. "We feel that this is a perfect approach because we can develop premium products in an unfettered, no-holds-barred environment - and offer them to consumers at prices unattainable in traditional retail settings," says Senior Director of Marketing Casi Morris
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