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It's All in the Delivery: A Case Study in Message Placement

By: Christine Vadala
Posted: August 26, 2013, from the September 2013 issue of GCI Magazine.

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GlamNatural continues this strategy today, often hosting events at local venues where it can create a social yet intimate environment that allows the opportunity to better communicate with its customers. The company also collaborates with other like-minded business owners in creating events that appeal to a collective clientele.

Spas and salons are viewed as experts in their industry for providing the best solutions for their clients. They also provide the perfect environment for that GlamNatural message to be received. This high-touch, service-oriented distribution channel was a natural path for the GlamNatural brand. The brand’s team sought out makeup artists (the experts) to identify women who were most likely to be open to the GlamNatural message, explain its philosophies, and advise customers on proper application, color and techniques.

Community Creation

From focus groups to garden parties, the core of the GlamNatural company continues to be tied to its community. As part of its cause marketing initiative, the company frequently supports and participates in local charity and benefit events, and often donates products and tours of its facility as auction items. Further, 10% of the company’s profits will be donated to causes that matter to its team members, including cancer research initiatives and building tranquil gardens at non-profit cancer support facilities for those undergoing cancer therapies.

As the brand continues to grow, GlamNatural can be found in spas and salons across the U.S. Looking ahead, the company is now focused on identifying distribution channels that bring meaningful scale yet don’t sacrifice the mission of the company. GlamNatural is currently negotiating partnerships with several larger distribution/retail channels, with home shopping channels being of particular interest. And, in fact, GlamNatural has recently received approval that it will be launching on QVC in November 2013. This avenue may provide an opportunity that allows GlamNatural to continue educating and training new customers by delivering its brand story to audiences across the world.

A Positive Experience

As the company crafts and hones its target cosmetic category—high-performance, BodySafe makeup—it is vital to the health of that brand that its innovative message is not only effectively delivered and that the audience receptive to the message, but that, as a result of proper education, women experience a positive trial.

As a company, GlamNatural’s goal is to maintain its BodySafe promise and provide outstanding service to ensure customer satisfaction. This has resulted in creating an experience that ultimately leads to the highest compliment paid to any product—brand loyalty.

Christine Vadala is the co-founder of GlamNatural, the nation’s first BodySafe brand of color cosmetics that brings health to women in a glamorous way. Established in 2011, this Akron, Ohio-based company is an independent, privately held company that manufactures and distributes its own branded products to spas, salons and online retailers across the United States, Canada, and launching in Europe in Q4 of 2013. christine@glamnatural.com; www.glamnatural.com