glo skin®
DESCRIPTION
Branding StrategyTRANSCRIPT
Glo Skin®
Glo Skin is a line of cosmetic gummy bears based on collagen and vitamins. Apart
from having a very attractive flavor, it contains no sugar or fat. Glo Skin is a brand new
functional product focused on the beauty and wellness, completely innovative. It is
composed of one product line, the Glo Skin Gummies, in four different versions. The
product contains multi-vitamins, minerals, and collagen. It has cosmetic functionality and
well-being, which helps in health, beauty, willingness and good humor.
The Functionality
Glo Skin is a line of tasty gummies, or gummy bears. It was developed with
collagen and the extract of organic fruits, to be more functional, rather than just sugar and
corn starch. The collagen that was used is a protein with important structural function of
tissues, especially skin, bone and cartilage. The aged human skin is fragile due to loss of
collagen type I, responsible for its strength and elasticity. Glo Skin also contains
important vitamins for beauty, such as those with antioxidant function, namely to protect
the skin, such as A, C and E. Besides bringing beauty and wellness, Glo Skin is tasty and
zero fat, zero preservatives, zero sugar and zero sodium.
The Benefits
Youth (antioxidant protection and skin elasticity)
Hydrate (skin hydration)
Strengthen (nails and hair)
Vitamins vitamin supplement and antioxidants offer
Well-being Benefits:
Purify anti-hangover
Inspire Energizing
Balance anti-stress
Cheer good humor
Naming & Logo
Glo Skin, founded in March 2011, is a brand committed to create food products
with cosmetic and well-being functionalities, which acts inside the body through nutrients
that provide aesthetic effects in the appearance of the skin, hair, and nails.
Glo Skin is named by the combination of two words, glowing + skin, which can be
easily recognizable to communicate about who we are and to appeal to the market
segment. The logotype has a very distinctive and unique style for easy recognition of the
brand. The typeface chosen has been modified and manipulated to express the appropriate
peronality and positioning of the company. Slogan: “Glowing from the inside out”
Brand Objectives
Glo Skin has been successfully enhancing its brand positioning with its innovative
approach to bringing the beauty from the inside out by using organic ingredients extracted
from fruits, protein, and collagen. Equity is contributed by the functional benefits
provided to its customers such as glowing skin, tasty flavors, and the feeling of youth.
Functional: Besides bringing beauty and wellness, Glo Skin is tasty and zero fat,
zero preservatives, zero sugar and zero sodium.
Innovative: Food product with cosmetic and well-being functionalities
Sustainable: Made of organic products
Personality: Youthful, healthy
Brand Mantra
Extending Brand Value
In today’s global market, there is a strong tendency for functional products,
mainly focused on beauty and wellness, so we see an increasing number of brands and
products serving this market. In USA, we are creating this category where just a few are
emerging on the market. The possibilities of expanding this line are endless, multivitamins
exist but how many in combination of proteins and collagen? These are the future of
health: making it easy and fun for the consumer.
Customer Analysis
Target Customer
Glo Skin is targeted mainly towards women; however, certain men could also be
attracted to the benefits Glo Skin has to offer. The Glo Skin customer places a high value
on inner and outer appearance, he/she is constantly competing with and surrounded by
man/women who make them feel older than they are. With youth being a main concern
these days; we decided to come up with a product that could keep man and women
looking and feeling youthful without taking drastic/costly measures. Before our target
customer was introduced to Glo Skin, consumers were typically signing up for facials,
skin peels and botox regularly. With the introduction of our product consumers felt
intrigued and excited, as they would be able to save time and money.
Demographics
Our target customer according to ‘My Best Segments’ has categorized them into
what they call the Winner’s Circle. They make around $112,580 a year, drive a Mercedes
GL Class, Read the Wall Street Journal, and shop at Neiman Marcus. Their age range is
from 35 to 54 with kids, they are college graduates and some have furthered their
education beyond their degrees. They own their home and are surrounded by golf courses,
tennis courts, and a plethora of upscale places to shop. Beauty is extremely important to
them.
Psychographics
Our target customer loves to plan yearly vacations. They watch programs such as
Real Housewives religiously, The View, Oprah and Ellen. They dine at Katsuya and STK.
They attend several charity fundraisers, and have subscriptions to New Beauty, Bazaar,
Vogue, and People Magazine. The Glo Skin consumer values family, hard work, and life’s
luxuries.
Behavior Patterns
Glo Skin consumers are very loyal to their brands, they will buy one specific item
in various colors, sizes and when needing to be replaced or filled. For example, before
being introduced to Glo Skin they would faithfully make appointments for various facial
treatments and expensive creams such as Kinerase, Dr. Perricone, and Natura Bissé. Now,
with Glo Skin, they are able to simply eat two or three gummies a day giving them the
leisure of adding more youth to their lives, one gummy at a time.
Target Audience
Glo Skin plans to continue the growth of our target audience, by introducing this
product to both men and women. This product could possibly be placed in places like the
drugstores, department stores, spas, and beauty/nail salons.
Industry Competitive Analysis
The Nutritional Supplement Market is a market that is drastically increasing in
sales as well as new products every year. The market in which Glo Skin is in would be
inner beauty but with beneficial effects in the outer beauty. The inner beauty market is not
as vast as the vitamin and mineral markets, but surely a few companies to compete. Also,
in the inner beauty market, there are all kinds of products that have different benefits. For
example, if consumers do not want to take a prescription and they have acne, they can
take an specific tablet which has Yellow Dock and Burdock, Zinc, and Vitamin A.=,
which helps to reduce the appearance of blemishes. In today’s society, people are
changing their diets and lifestyles because of the health dangers that could occur if they
continue their old habits. With the rise of health care costs and doctor visits, people are
buying natural supplements instead of going to the doctors and getting prescription. There
is also the trend of going green and being all-organic, which is increasingly expanding in
the market. The future of this market looks very profitable, because once consumers
experience an all-natural alternative, with effective results, probability is they will
continue and become loyal customers of the brand.
Communication and Promotional Programs
Advertising and Media Strategy
As with any product being introduced to the market it is vital that Glo Skin be
advertised in the right manner, in the right places, at the right time. In order to place Glo
Skin in the mind of our target consumer we will advertise in places such as local country
clubs, health food markets, department stores, drugstores, etc. Also, we will supply local
spas; GNC's and beauty supply stores with free samples of Glo Skin to offer to customers
seeking benefits that Glo Skin has to offer. On top of the special in-store promotions and
free samples, we plan to create a program that allows consumers the opportunity to host
Glo Skin parties in their home. These parties will feature a representative from our
company traveling to the homes of consumers who have shown an interest in our product
and wish to share their findings with their friends and family; we will create excitement
within the already interested consumer by offering them free and discounted product for
every purchase made by one of their guests. We will take advantage of every health
conscious, beauty advice online blog and social media.
Sponsorship, Public Relations and Endorsement Programs
By creating strong foundations for relationships within local health and beauty
retailers, we will be able to earn endorsement deals that will be seen by consumers already
interested in what Glo Skin has to offer. As our media/ advertising strategy will place a
large emphasis on the " Glo Skin " parties, we will be able to benefit from a large quantity
of unpaid-personal advertising as women find pride and satisfaction through using our
product and tell others about the amazing and Innovative Glo Skin product they have
found. This type of "word-of-mouth" advertising is absolutely priceless (especially with
brand new products) as consumers are much more likely to trust the word of already
established friends when compared to other forms of promotion.
Alternative media, viral Marketing, Marketing at Touch Points
Glo Skin plans on using fliers at local boutiques and salons where we believe
would be their go to places. Glo Skin will build many relationships with these local
companies, to enhance word of mouth and in turn we will do the same by including them
in our weekly blogs.
Leveraging Secondary Associations
Glo Skin has built previous relationships with Bravo TV Real Housewives, with
this we have given them all samples of Glo Skin and have asked them to feature us in
either one or two episodes, giving us recognition and awareness to our selected target
market. On top of our aspirations to be featured on the actual program the housewives will
answer interview questions on programs such as Watch what happens live that inform
viewers in our target market that Glo Skin is a necessity in the beauty regimen of all
housewives-prompting these viewers to see what Glo Skin can do for them!
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