CULTURE

ATYPICALS

Atypical’s who embrace INKT as their hair and beauty brand

swim against the tide and continue in a course of action

without regard to discouragement, opposition, or

previous failure.

Creativity circulates these global nomads' psyches, emanates

from their persona, and flows from their speech,

while the clothes adorning their bodies

announce their arrival.

WITH A SET OF CONNECTIONS HIGHLY RELEVANT

TO GENERATING ORIGINAL IDEAS, INKT ATYPICALS CONSTRUCT MEANING FROM EXPERIENCES, IMAGINE OTHER PERSPECTIVES AND SCENARIOS,

COMPREHEND STORIES AND REFLECT ON MENTAL AND EMOTIONAL STATES, BOTH THEIR

OWN AND THOSE OF OTHERS.

Atypicals and creatives drawn to INKT often morph into Sub-Segment Loyalists,

whose belief verges on fanaticism.

When a customer's belief in INKT products intensifies, an awakening happens; they become

advocates and take on board a sense of self-ownership and vested interest in the

brand's popularity and success.

The moment the heart and soul of the brand are mystically embraced and absorbed

transitioning into a sub-segment loyalists occurs.

SYMBOLISING A SPECIFIC LIFESTYLE, INKT CONNECTS WITH UNORTHODOX

THINKERS AND REPRESENTS A

CULTURAL SHIFT AWAY FROM

MAINSTREAM HAIR CARE

PRODUCTS.