So, I’m back from the HBA Expo and I have to say that JOON absolutely had the best booth! Even people who weren’t interested in body and skin care for young girls stopped by because they loved the JOON packaging (!), wanted to find out what we were all about (!) and, of course, wanted to try some amazing Apricot Mint and Vanilla lemonade. (By the way, I have to thank the adorable JOON Girls who served lemonade. You were awesome!)
Now on to the topic of building a successful naturals brand. Even though we haven’t launched, I believe that we’re definitely doing everything right to build a brand because brand building begins from the start, not just once you hit the market. (notice I said “brand” NOT “naturals brand”!) What will make our brand successful is how people, specifically girls, their moms and the industry react to JOON and what we have to offer. As we enter a market that is wide open – there are only a handful of brands that market natural health/beauty products to young girls and most have just recently launched - I keep my eye on all to track their goings on and their successes. Interestingly, I’ve seen that some just aren’t gaining traction. I believe there is definitely room for more than one brand in this space – competition is good and keeps us all on our toes, but what’s going on?
Seeing what others are doing (or not) makes us work harder. It also makes us realize that what we are creating truly is different. One of the speakers at the show, Jasper Van Brakel, CEO Weleda North America opened his speech with images of Apple and Mini, iconic consumer brands. That is our goal: to be an iconic brand for young girls everywhere. Not an easy feat, but a doable one, in my opinion. I suppose for girls, the standard would be Barbie instead of Mini. Watch out, Barbie!
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