Since our Purpose is to make our clients’ lives easier and more profitable, we love working with SMBs where we can really move the needle and make an impact on the business. The owner of Fraiche asked up to develop a brand strategy and positioning and, to launch a brand-new product line in the crowded bath and beauty market. Assist in product planning, development, naming and pricing; determine a target audience and competitive profile.
An extensive competitive analysis helped the client determine a niche market and target product placement, pricing and sales strategies. Created a brand look and voice that would position Fraiche as a unique bathing experience for incredibly busy women who need something indulgent, that would be soothing to their senses, souls and skin. A flirty, sexy campaign included product naming, packaging, POP/POS and web presence and generating buzz in the community. A strong appeal among the target audience was created, positioning Fraiche as a bath that was both desired and deserved.
Within months of the roll-out, product demand from retailers grew to include such esteemed department stores as Stanley Korshak, along with exclusive boutique shops across the United States. The flirty attitude of the product and product name resulted in PR buzz, appearances on Morning News programs and, placement in newspapers, triggering sales on its online store.