Marketer Targets Unique, Narrowly Defined Consumer

South Carolina based Palmetto Specialty Products noted that school bus mechanics in Florence, South Carolina, had been laid off from work due to bleeding, cracked hands that according to the company's press release made holding tools difficult. The company worked with skin care brand L'Athene, which launched as an antiaging line, to develop a protocol for South Carolina Department of Transportation mechanics to use products for their hands on a trial basis.

According to Jenny Lynn Fogle, owner of Palmetto Specialty Products, the mechanics' hands showed significant improvement after three days using the product, and those trialed were able to return to work.

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