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Skin Care Brand Focuses on Male Luxury Consumers
By: Leslie Benson
Posted: November 14, 2008, from the November 2008 issue of GCI Magazine.
Barry Alford and Jefferson Hoffman, Founders, Alford & Hoff, Inc.
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And speaking firsthand to their consumers, Alford and Hoffman decided the best way to market their products would be by literally becoming the faces of their own ads. “It’s also part of the brand positioning,” says Hoffman. “Neiman Marcus fell in love with us but said we were missing one thing—that we should be the face of the line. Who better to represent the line than the ones who know it best?”
For a start-up company, across the board, the brand’s SKU sales patterns are steady and even, according to Hoffman, “which is a great problem to have,” he says. But overall, Hoffman adds, “we’re letting men know it’s okay to take care of themselves.” In 2009, Alford & Hoff will expand their brand with a men’s fine fragrance, while searching for other routes of expansion outside the luxury skin care segment.