DAX MISSION

Imperial Dax is an American company established over fifty years ago to provide people the way to achieve desired hairstyles. Today, DAX still is committed to excellence, research and product development making it a household brand name in the communities it serves. In the twenty- first century DAX is a global company with the trust of people on five continents.

DAX VALUES

For over fifty years Imperial DAX has been a leader in enabling people achieve the hair care they want. Our consumers are proud, appearance oriented, brand loyal and cost conscious. Men, women, teens and children use our products. DAX is a household word in the communities we serve. Over the past several years we have begun to develop an enlarging multi-ethnic clientele on several continents.

We are very protective of our name and always seek product excellence and efficient distribution while maintaining affordability. We manufacture our own products. Continued product research and development allows us to offer the very best to our existing customers while enhancing our appeal in foreign markets. This is all possible because of supportive Shareholders, our Leadership Team, an active Sales Force, and a loyal Production Department. Absence of corporate bureaucracy allows for aggressive decision making and implementation.

As DAX continues to prosper it will never lose sight of the people to whom it owes its existence. It will reward its employees. DAX will also fulfill its civic duties by supporting and leading in the development of programs for the needy.

DAX VISION

Imperial DAX will become a global leader of hair care through continued product excellence, research, new product development, aggressive marketing, quality manufacturing and superior distribution.