Based on the conducted research and SWOT analysis, it appears that GLAMGLOW™ is doing quite
well in the growing skincare industry. There has also been an increasing amount of celebrity fans,
even after the retail launch in 2011. This only helps to raise awareness about our product since
most of our primary target audience typically chooses to expose themselves to media that feature
these celebrities. With the additional contracts with luxury hotels and spas offering our products
(some not available for retail), this should only lead to a further increase in sales and exposure.
We should continue to market our product to entertainment industry professionals, but since that
particular environment conveniently tends to spread awareness by word-of-mouth, there is an
imperative need to advertise to “everyday” women who are high-volume beauty product
consumers. If we can successfully advertise in the indicated media vehicles, we should gain new
customers from our primary target audience, and hopefully raise awareness about our product to
those who have not heard about it yet. The medium that seems to be the most cost-efficient and
effective is women’s interest magazines. Our target consumers largely choose this medium over any
other for their personal entertainment and information gathering. With a wide range of possibilities
to choose from including: fashion-focused, celebrity gossip, parenting, fitness and bridal
magazines, we should have no problem reaching our desired consumers.
If we can also consistently continue to win major beauty awards, this should have a substantial
impact on our sales and brand desirability and loyalty.
The main weakness we may have to consider for the upcoming campaign is that our price range
may be unaffordable to some consumers we wish to gain. This is something that will have to be
addressed with the owners, as they may not be willing to lower prices considering the success they
have already experienced with prices as is.
Since GLAMGLOW™ has the advantage of selling only these innovative mud masks in the entire
line, there will most likely be little to no competition in the company’s future. Consumer reviews
should help influence others who are looking for truly radiant skin from a mud mask made from
mostly all-natural ingredient