Web Works Wonders for Hair-Care Firm
Dr. Miracle’s is using direct response print, television, the Web and unconventional advertising wisdom to make a name for itself. And it seems to be working: The Brooklyn, NY company, which markets hair-care products to the African-American community, has grown from $1 million two years ago to $10 million for the just-ended fiscal year.
Dr. Miracle’s offers 20 products, mostly through retailers. Its Web site (www.drmiracles.com) is used essentially for promotion, getting feedback on products and selling to customers in remote locations. But president Brian Marks said the firm eventually may do more selling online.
It all began in 2004, when the company launched a DR print campaign in beauty magazines showing women of African descent having a
