Toronto, ON -- (SBWIRE) -- 01/18/2010 -- Joseph Gulesserian, President of Today’s Concepts said, that “Fruiteen proves once again that Private Label Brands get stuck in second gear, when trying to be everything to everyone with their one-size-fits-all strategies, especially within the HBA category”. He also went on to say, “Fruiteen, with its combined price, emotional differentiation and intergenerational strategy, knows how to appeal to both the emotional and rational side of the consumer psyche”. With the current economic backdrop, Fruiteen, as well as our other Brands are uniquely positioned to really come alive with a tight-fisted consumer that still demands an emotional charge.

Gulesserian went on to say, ”It is imperative that we really understand the consumer’s shifting tastes against the backdrop of a contracting economy, in that, subconsciously, they are looking for an emotional lift and price-point realism, while increasing their sense of self!”

Today’s Concepts knows how to move the theatre of competition away from the ‘Zero Sum Game’, to that of sustained competitive advantage.

Fruiteen Shampoo’s & Conditioners are dressed for the part in its electrifying polyurethane bottle, high performance formulas and impressive pricing that turn heads before and after use…

Fruiteen Hair Care Brand puts an end to the ‘Zero Sum Game!’

To Contact the Company Directly:
416 423-4037 – brands@todaysconcepts.com – http://www.todaysconcepts.com

About Today’s Concepts
Since 2000, Today’s Concepts has developed and brought to market both on a domestic and global platform Health & Beauty Care “Brands That Resonate” with the consumer, and provide both emotional and rational reasons to be the customer’s product of choice. Today’s Concepts creates exciting Brands that speak the language of the I-Pod generation and the parents that they influence, while challenging the notion that “You Have Seen it all Before!”

Media Relations Contact:
Ian Cadelina
Brand Manager
416 423-4037
publicity@todaysconcepts.com