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According to the 2017 Health and Wellness Industry Trend Report, the healthy lifestyle trend is not only here to stay, but it will grow exponentially. Women’s Marketing predicts that the Health and Wellness Industry will be the next to earn a trillion dollars.
This fact is not surprising to the leading clean skin and care company Yes To, which just secured an eight billion dollar expansion line of credit from San Francisco Equity Partners. This vibrant, personal care brand aims to provide clean, affordable products that will win the hearts (and pockets) of Millennials. Each product has a fruit or vegetable base (including carrots, tomatoes, or cucumbers), and each falls into one of five categories that Yes To specializes in (face, body, hair, lips and baby care). Consumers can purchase these at large retailers like Target, Walmart and even Whole Foods.
The first step towards growth for Yes To was in 2009, when Joy Chen joined the company as CEO and crafted a strong marketing strategy which soon became the brand’s foundation. Instead of cannibalizing, the product lines work together to create a uniform brand image, echoed throughout Yes To’s social media platforms. Not only an active participant of Facebook, Instagram, and Twitter, the brand also has a YouTube channel.
Here are three key takeaways companies should consider to drive awareness and growth amongst its target audiences (especially if eight-million-dollar expansion packages are unavailable):
1. Consistency, consistency, consistency: this is a vital point that deserves repetition. From social media content to packaging, the core message of any company should be distinct, with a singular voice heard throughout product lines. Yes To cultivates a youthful and upbeat vibe through the use of beautiful, bright colors and creative images — ultimately boosting the brand’s appeal to a young demographic.
2. Engage, listen, and learn: much easier said than done. Yes To manages to hit all parts of this point by posting culturally relevant images (“On Wednesdays we wear pink”), engaging with consumers through conversational comments and republishing images posted by users.
3. Create value: this point is the trickiest of the bunch to successfully implement, and it starts with truly understanding your consumer. Yes To creates value for their customers by providing a NEEDED product, rather than just a WANTED one. Introducing consumers to a strong need for your product simultaneously justifies their purchase—which something everyone can appreciate.
With the right leaders and brand vision, a strong product and sound marketing strategy, any skin care company should be poised for growth in the expanding health and wellness industry.
Written by Trajectory Account Intern, Natalia Semenova