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Best selling Haircare product in New Zealand!

MEDIA RELEASE 30 June 2006

Home Grown First for Local Business
DOMINATE Waxx is the best selling Haircare product in New Zealand!

From grass roots to number one, DOMINATE Waxx is the first ever New Zealand made product to become the best selling Haircare product in the New Zealand Supermarket Haircare category, according to the latest AZTEC data (Quarterly $ Sales to 7th May 2006).

The report also revealed that DOMINATE Waxx was the first ever hairstyling product to be ranked #1 in the NZ Supermarket Haircare category.

DOMINATE Waxx sales in 2006 have been increasing at 37.3% (quarter VS quarter Year Ago) while the Haircare category has only grown at 1.0%.

The DOMINATE brand is New Zealand owned and operated. Specialising in the manufacturing of men’s hair products, Shane Young and Anthony Gadsdon launched the brand five years ago out of the back of a Ponsonby Barber shop.

Created by kiwi guys for kiwi guys, DOMINATE was initially funded on a credit card and months of back-breaking work, late night batches of product were cooked up night after night in order to meet growing demand. Today they have a manufacturing plant in Onehunga and employee over 15 people. The DOMINATE brand has been selling in Australia for the last three years with plans for exporting further a field.

What makes the DOMINATE brand unique is the hair products are designed for men who want a true salon-quality hair product at supermarket prices. The range also contains natural New Zealand native botanical infusions such as Manuka extract, Harakeke extract (New Zealand flax), Kawa Kawa extract (NZ pepper tree) and South Island beeswax.

“With men taking more care with their appearance they no longer want to or have to put up with cheap supermarket muck,” says Mix Limited director Anthony Gadsdon.

The DOMINATE haircare range includes both shampoo and styling products for the man who knows what he wants in superior styling.

“Coming from professional hair and marketing backgrounds, we understand what men want for their hair and how they want it,” says Gadsdon.

DOMINATE your Style, DOMINATE your World.


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