Like Clean, it will come in a geometric bottle that is transparent, except for the small beads of exfoliating substances in the liquid. The product will come in different floral-scented fragrances and pastel colors, all of which will have a slightly different 'property' for the consumer to enjoy. 'Energizing' will be pale purple and lavender; 'Rejuvenating' will smell like chamomile and be golden in tone, and 'Restorative' will smell like roses and be rose-hued.
The third product will be a moisturizer called 'Fresh' that can be used all over the face and body with a SPF of 30, designed to protect and replenish the skin. It will come in a geometric, clear bottle and be designated for dry, oily, and normal skin. The scents will be pleasurably 'sweet' to suggest indulgence and pampering. Dry skin moisturizer will be pale tan in color and chocolate-scented; oily skin will be white and vanilla-scented; normal skin will be red and cinnamon-scented. The fact that there is no need for extra moisturizers for the face, eyes, and elbows will make the product less cluttering for the user's bathroom and also reduce the time needed to get ready in the morning. All three products will be able to be 'stacked' attractively on top of one another for a beautiful as well as a functional and time-saving design.
The products will be promoted within the salon and spa. Customers who have a positive experience at the spa, and wish to recreate it at home are likely to be the most willing customers. However, as consumers are seen using the product and consumers begin to try the product at select retailers, both the brand and the Simplicity Spa image will become more widely-disseminated amongst the target public. The products are functional because of their ability to be used in a variety of fashions, yet...
In the recent past, 95% of day-spa-goers were female. However, "the percentage of male patronage has increased over the past seven years to about 20-25% -- with some spa facilities claiming 50% male clientele" (Leavy 2011). Additionally, males are more apt to be interested in visiting day spas rather than extended spa visits, as a way of 'getting their feet wet' in this new experience, thus making them a viable market for Simplicity. Creating a male-targeted line of personal care products stressing 'simplicity' in one's approach to wellness and beauty might be a way to bring in this new target market.
Branding a line of spa products may also draw in younger consumers, who do not feel they can afford a day at a spa or upscale salon. Trying the product would encourage them to become loyal to the Simplicity logo and line of products while they are still in college or building their careers. Then, later on, when they become more affluent, they may be more able and willing to visit Simplicity.
'Simplify:' the message of this new product line contains appeals to the spa's target consumers, but also has a cross-demographic potential to draw in males and younger consumers. Although adding a product line will be an additional financial and time commitment for the spa, and this juncture of our expansion, the potential benefits of the product line outweigh the risks.
Work Cited
Leavy, Hannelore R. "The spa evolution." Club Industry. March 11, 2011
http://clubindustry.com/mag/fitness_spa_evolution/
