The brand intellectual property that River West acquires becomes vastly more valuable during the incubation process as compelling plans and expert teams emerge. The launch and rollout process, however, is key to River West's holdings reaching their full potential. So, to put it mildly, we pay close attention to it. River West deploys and engages a range of resources to help our brands succeed. These run the gamut from helping engage world class creative and strategic support, to the recruitment of expert advisors and Board members, to active involvement in the sourcing of additional capital to fuel growth. Case Study: SALON SELECTIVES In late 2006, River West acquired the rights to the powerful SALON SELECTIVES brand from Unilever. In turn, we partnered with a team of hair care and beauty products experts, led by Gene Zeffren PhD, who was President of Helene Curtis USA, the original parent company of the brand. Gene and his team developed a sound positioning and superb product lineup that was met with enthusiasm by consumers and retailers. To help as many consumers as possible feel like they "Just Stepped Out Of A Salon" (to reprise the famous tagline), River West was actively involved in helping the SALON SELECTIVES team secure significant financing from several sources. As a result, the enterprise has been able to accelerate its distribution plan, implement a national advertising campaign, and add to its team to meet the anticipated market opportunity. For more information, go to www.salonselectives.com.