April 2024

JOHN HAASE – PRESIDENT

Phoenix Products Company, Phoenix Divina Salon Products, LLC

Anniversary Date:
Started in 1982. This year, 2024, marks John’s 42nd year with Phoenix/Divina!

Professional Background:
Starting Out. I was 13 years old when my father, Alfred Haase, started Phoenix Products in 1982. The operation was small, and I was able to learn the mechanics of how a small chemical packaging plant worked; it was as if I was taking another class. A dozen of my friends and I worked through high school. I continued to go to college while working in the family business. I watched my father buy two businesses that appeared to align with our core in the 1990s. I learned a lot about buying businesses at a young age and thought, “I will never do this again.”

I tell friends, “As a young salesman, I would go out during the winter and beg and encourage customers to buy our products. I would return to the office and literally make the products we sold, stock the warehouse, pull the orders, load the trucks, deliver, invoice, and then call on the same clients to please pay me.” Family business is its own ecosystem. You find amazing talent among your team when you are fighting to stay alive, outperform, meet deadlines, and compete for assets, attention, and accolades.

Fast Forwarding To 2001. I had forgotten how hard it was buying companies, which we did again in 2001 when we purchased Divina Products out of West Haven, CT. Purchasing companies is still a very hard thing to do, but we did it. We expanded into the beauty industry! I thought we were buying a quiet, simple blending and packaging operation. But we learned that the beauty industry is anything but quiet and simple; it is a dynamic and ever-growing sector of the economy. The hair care market is highly competitive, with distinctions by product type, distribution channel, and geographical location, making it both exciting and profitable opportunities for all.

Change. We have witnessed change from a professional perspective, as well as the COVID change, watching the people’s perspective change. We have been able to weather the consolidations of our client base and leave markets we once enjoyed. All markets experience change, and we look forward to working with you through them for many years to come.

“Business People, Working Together.”

My Current Role. Today, my role at Phoenix is to integrate the sales goals with my internal management team to plan the production, purchasing, and inventory needs to fill market demands. I provide direction and support for our management teams and manufacturing floor presence, constantly trying to improve the flow of products, communication, turn, and quality. When employees see the owners care, they, too, tend to pay more attention.

Customers Are Valued And Appreciated. Phoenix Divina appreciates you as a customer and a person. We look forward to speaking with you when you call to place an order or when we call you to schedule a delivery. Our drivers make deliveries with your name on the pallets, not a customer number, order number, or barcode. We know your account details, delivery times, docks, doors, and even where the keys to your forklift are hidden.

Gratitude. We now have four Haase’s, third generation, in the business. As our family business grows with them, it also grows with our second-generation employee families. It is a blessing to have so many amazing people in my life. All of you have made an impact on me, personally and professionally.

Writing this short essay brings to mind the importance of loving what you do. I believe loving those you work with makes “it” better than just loving what you do! THANK YOU for being a part of our extended Phoenix Divina family and making all our lives better!

DIVINA’S NEW STAIN ERASE — Haircolor Stain Remover!

STAIN ERASE is an innovativve solution for getting rid of unwanted hair color stains and residue on the forehead, temple, ears, and neck. Our fast-acting formula is gentle on your skin. It effectively removes color stains and residue during and immediately after color services.

Innovative and fast-acting formula
Light, fresh, and clean fragrance
Contains skin-soothing Aloe Vera Leaf Juice
Beautify hairlines during and after color services
Allows the colorist/stylist to offer a more premium service to clients by delivering a mess-free color treatment.
Two sizes: 16oz with push/pull nozzle & gallon size for easy refills.

AVAILABLE NOW. PLACE YOUR ORDER TODAY!

SOCIAL MEDIA STRATEGY

In 2024, Divina is poised to navigate a digital marketing landscape marked by the merging of innovative technology and enhanced customer experiences. Throughout 2023, I worked diligently to get to know my clients, understand their clients’ needs, and work on bringing up the value of the Divina brand. As a result, Divina will be offering the essentials for you and your business — competitive prices, high-quality products and services, and impactful promotions.

By establishing Divina as a respected, quality brand at a fair price within the beauty industry, colorists and stylists will rely on the Divina brand products and will demand to use them. I have been working to raise awareness and generate interest in the brand through targeted social media efforts aimed at colorists and stylists. I will continue incorporating educational content into our social media platforms and providing you with content to share.

WEBSITE

Our dynamic and regularly updated website features newsletters, highlights new products, and adds new, catchy imagery. We plan to expand the website in 2024. You are welcome to use any of our videos on your social media or contact me if you want something more exclusive that I can custom-design for your needs. Please let me know if you need any updated product imagery, please let me know. Stay connected and grow your business!

BRAND EVOLUTION

Established in 1969, Divina has garnered a loyal following over the years. Acknowledging the need for rejuvenation, we have repositioned Divina as the go-to choice for colorists seeking cost-effective solutions for their color support needs. We are introducing products that cater to pre-colo¹ring, coloring, and post-coloring stages. Our latest offering, Stain Erase, was just launched and is designed for use during and after coloring sessions, with more innovative products in the pipeline. The development process, involving technology, testing, and packaging, demands time and precision to ensure excellence. We will keep you informed about our ongoing projects and progress updates!

Divina has recently obtained a trademark for a name that perfectly embodies our target market!

ONE is a haircare product line that acknowledges the ongoing nature of hair wellness. By incorporating a blend of scientific and natural ingredients in our formulations, we aim to promote optimal hair and scalp health.

ONE is a versatile haircare collection suitable for all genders, ethnicities, and hair types to address various hair concerns. The entire line features a delightful singular fragrance.

ONE boasts straightforward labeling for easy identification of target hair types and associated benefits, offering an affordable, luxurious hair care line.

Comprises:

Three Shampoos

Clarifying
Everyday
Restoring

Three Conditioners

Leave-In
Everyday
Restoring

NEW BRAND ADDITION COMING!

Launch Date: End of 3rd Quarter, 2024

LEAD TIMES — From Invoice to Ship Lead times from invoice to shipment vary based on the product category. During the busy season, spanning from March 1st to Labor Day Weekend, the following lead times apply: