|
Nancy Jarecki is back....appearing at a beauty show. And of all places, in one of the most conservative places. after reading all the postings i have many answers and comments from the experiences i have had with 'betty'. And this past weekend was no different.
This is a long blog but i wanted to address all the postings!
Approaching the retailers was pretty easy when i first launched the product since i have had great press from such magazines as Vogue, Allure, Vanity Fair, Ad Age, etc. so out of the gate i had an advantage because i could parlay this press into part of my pitch as 'betty' NOT being anything taboo but just another essential 'beauty product'
though, the hard work was BEFORE getting it to the press. what was important was how i conveyed 'betty' and how i wanted the product to be perceived. i have never pitched 'betty' using the 'P' hair word or the 'V' -ina word but always as its 'betty' color for the hair down there. of course many responses are those with surprise and respond, what? hair dye for your '_bes' !? and i always respond with, yes, it's "special color for the hair down there!" 'it's called 'betty'.
i have almost made is some sort of mantra how 'betty' was and is pitched. consistency is extremely important. your 'story' is extremely important. everyone and anyone associated with your products must be educated the same way.
there have been many salons / beauty stores who were on board right away for the sheer excitement (many giggles) of a new product and not another shampoo. Or, if they were hesitant due to the nature of the product and decline buying it, i had all the confidence i would hear from them again cause they would heard from their employees that customers wanted it. or the older people who were really thinking it was taboo (they were the ones who associated it with SEX or tattoos or body piercing) have contacted me saying how they thought it was just too racy until they went to bridge club and one of their friends starting talking about a product their daughter talked about. then, the chatter at bridge club was a few confessions of how they could 'get their 'betty' ready' with some grey hair coverage! or how great to have their 'betty' turned into something 'cute' or 'fun' almost empowering females. and now that once hestitant buyer contacts us, buys and can't believe how well the product is doing. Happens all the time! Plus, many many mothers have connected with 'betty' and broke awkward barriers they have never been to break before about sexuality etc.
Sex is controversial. Hair color is not. So i had to make sure 'betty' was not about S E X! Though, i have had hundreds of great e-mails from couples, young and old, telling me about weekends away that will always be memorable due to a lot of hot pink FUNbettys!
the baby boomers are so excited that there is new product for them to feel comfortable buying. they say too many products coming out are too trendy or sexy and they don't associate themselves or compare themselves easily to many products coming out. they do feel comfortable that 'betty' is for them. the packaging is not too trendy and not too old lady like. and i think that is what made 'betty' accessible for all. and i the product is still fun enough for even the most edgy men and women.
salons do very well with 'betty', distributors, beauty stores, and my web site (for those who do want privacy buying 'betty') and soon i will announce a retail store deal that will launch in the fall.
Repeat sales were extremely important to me. I was on the edge of my seat when i first launched 'betty'....of course, the first sales were great but product longevity is what counts. And now, I have so much repeat business that it overwhelms me sometimes.
enough. thanks for your time!
|