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2011 People to Know
By: GCI Editors
Posted: January 20, 2011, from the January 2011 issue of GCI Magazine.
page 14 of 14In spite of the rocky ground on which she began, Crary also understood the strong points of business that gave it a footing she could build from, and she had confidence in the product and her ability to rebuild relationships with customers and investors, but there was much work to be done in bringing the brand back to its trusted name.
“The brand already had a very loyal following, so it made the task of reclaiming the confidence of our existing customers a bit easier,” Crary explains. “What surprised me the most was how natural and energizing the creative aspects of marketing our products were for me. I found it began by simply being attuned to what the consumer is really looking for in a skin care line.”
With most of its consumer base in Colorado, its home state, Crary realized she needed to expand the brand’s target markets and tuned the marketing strategy.
“The market impact of our new branding strategy has been enormous,” Crary summarizes. “Our sales have quadrupled, and we have managed to penetrate many major markets where we previously only had a handful of accounts.”