Good 'Carma' can pay off
WHAT IT MEANS AND WHY IT’S IMPORTANT Parlaying a 73-year-old brand with a strong following into another synergistic category only can mean good things, especially as a significant amount of trial almost is a foregone conclusion.
(THE NEWS: Carmex enters skin care category. For the full story, click here)
And while that may shift some share around in skin care, it ultimately should help grow that business. Because with Carma Labs, you get a company that has been featured on more than one occasion on Oprah, a mecca of sorts for consumer-packaged goods companies. And you get a company that has been on the forefront in utilizing interactive social media to help promote the brand.
Carma Labs was one of two companies last week to announce a greater presence within the health and beauty space, the other being Reckitt Benkiser with its proposed acquisition of SSL International, parent company of Durex. If successful, Reckitt Benkiser will be making its debut in the intimacy health space, folding another health category under it’s wing and broadening the company’s reach into the U.S. market.