The current campaign of Emily millionaire cosmetics - base on Emily’s competency in quality cosmetics production -  highlights “by their hair you shall know them”, specifically targets consumers (of colours) who are looking for uniqueness, confidence, individuality and flair. On my advice, the look and feel of the campaign has been updated using credible diction and evolving the tagline to “by your hair they shall know you”- ready to be launched soon! This game changing initiative will of course, keep competitors at bay ; make Emily’s brands impregnable as if nothing else beats them in  their various categories - bringing them into consumers threshold of positive  equity, whiled updating Emily’s image at the same time. What does this mean? This initiative is a classic kinetizing model changing consumer perception with game changer recipe in beauty market; while attempting tom render or make competition irrelevant or weak at best!