When a brand has a great product that I can’t live without, I consider it a KandiKreatives PR Winner. Strip away the advertising, the relationship building, the customer service – when you strip it all away, if you don’t have a great product, your customers are still on the open market. Here’s the trick – I have to know your product is out there to try it.
Growing up, I did not know the meaning of product loyalty. I couldn’t afford to understand the concept. Since my mom struggled to make ends meet, I made sure I had few needs and just used whatever she happened to buy – which changed each time she went to the store.
When I was on my own for the first time, I still could not afford product loyalty. Though I had discovered a few brands of makeup, soap or shampoo I liked, I could rarely afford to buy them with any consistency. I certainly did not get my hair cut with any consistency. I would go maybe twice a year and always to a different salon – anything from Ross the Boss to Wal-Mart (I know, I know.)
And then I met my husband.
The whole world of product loyalty suddenly opened up to me. Talk about a gender role reversal, my husband loves to shop. And he understands that paying more is not only worth it, but may actually save money in the long run because quality tends to last longer (ok, except for haircuts, but you just can’t put a price tag on feeling beautiful.)
Burt’s Bees
The first brand I became addicted to was Burt’s Bees products. As a redhead, I am a chapstick fiend, and I have found that Burt’s Bees really is the best. But my loyalty does not end with chapstick, I also use the Orange Essence Facial Wash and the Carrot Nutritive Day Cream. And when I used toner, I was an avid fan of the tomato-based toner. One time, when I had run out of toner, I couldn’t find the toner at any Burt’s Bees retailers, so I stopped by a “natural” women’s products boutique. Surely they would have it, right? When I asked the sales person if she had Burt’s Bees products, she let me know that they did not carry products that you could also purchase at a local hardware store. Understandable, I said, however, this particular product is not so easy to find. Then I asked her if she had anything comparable that I may want to try from her store. You’re gonna love this part. She actually told me that since she was unfamiliar with Burt’s Bees products, she wasn’t sure if she would have anything I would like, that I had beautiful skin so the products obviously worked well for me, and good luck. Talk about strengthening my loyalty to Burt’s Bees and any store that sells the products. Too bad I still couldn’t find the toner. So, after research on using toner, I decided to delete it from my daily regimen.
Natural Aveda Salon and Spa
I have also found a hairstylist at Natural Aveda Salon and Spa that I am 100 percent loyal to. Not only do I go only to him but I also go with somewhat regularity. Besides the fact that he makes my hair look fabulous (I would never suggest to him how to cut my hair, I just let him have free rein), he brings me good luck. The first time I went to him, my husband proposed two days later. When I needed to get my hair cut for the wedding (I had a short engagement), my husband suggested I go back to him because I knew he would do a good job. So, after my second visit, I was married. After a visit a little more than a year later, I got a long-awaited job interview, and then I found out I was pregnant.
Bare Escentuals
The third thing I am now faithful to is makeup. One night I came home from a girlie event and found my husband watching an infomercial for Bare Escentuals (did I mention reversed gender roles?) A few days later, my first starter kit arrived in the mail. The makeup is light on my face, better at hiding facial flaws than any concealer I’ve ever used, and has actually improved my complexion (and I never wash my face before bed.)
Fekkai Glossing
And the latest product I am shouting about from the rooftops is Fekkai Glossing shampoo, conditioner and glossing cream. I tried, I tried so hard to love the shampoo and conditioner from Aveda that my hair guy uses on my hair (I love the products when he washes my hair). But even though I used Aveda at home for nearly three years, my hair never felt salon fresh when I used it. I can’t remember exactly when, but I was at Bath and Body Works and was given a free sample of Fekkai Glossing shampoo and cream. I placed it in my shower planning to try it “someday,” and then forgot about it. A couple of weeks ago (and probably nine months after receiving the sample), I finally tried it. And for the first time, even though I am overdue for a haircut, my hair felt salon fresh. It was a humid day and I had zero frizz. I purchased the set: the shampoo, conditioner and cream. (They also offer a shine mist.) After using it for two weeks, I must say, though expensive, I have never been less frustrated over my hair. Thank you Frederic Fekkai.
PR Pros: The Next Step
To the PR pros out there, I must say, free samples still go a long way. And to companies in the health and beauty business, I want to recommend an idea that I used during my ninth grade civics class advertising campaign: include a travel size of your product with a full-size purchase. Better yet, include a sample or travel size of a complimentary product, like a sample conditioner with the shampoo purchase. In an era when people traveling by plane must take travel sizes on flights, what better way to build a little product loyalty?
What products do you love? How did you discover them? PR pros want to know.
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[...] This post was mentioned on Twitter by Melissa Birdwell. Melissa Birdwell said: RT @kandikreatives: http://ow.ly/1vvnQ ^MB I hear ya, Aveda loyal to a fault! And may I add, have you tried the Suave shampoo copycats? [...]