An up-and-coming combination self tanner and cellulite cream is harnessing the power of social media to get retailer’s attention.
Combating the age-old retail challenge of getting shelf space without a proven track record, Skinny Tan deployed its social media marketing tools to support Beauty Collection. Skinny Tan selected geo-targeted Facebook ads in conjunction with presentation of its brand at the Southern California-based specialty beauty retailer.
While the product, which tans and helps reduce the appearance of cellulite, was a top seller in Australia, it needed exposure to grow in America. Since Beauty Collection is a small regional player (where national reach would be wasted) the use of targeted social media paid off.
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According to Joseph Panetta, executive vice president of Innova Science Inc., which distributes Skinny Tan in the U.S., a geographically place advertisement on Facebook resulted in selling out of inventory in 10 days. He noted that in 14 days, more than 32,000 Los Angeles consumers saw the ads more than 250,000 times. Thousands clicked through to find out where they could purchase.
Moreover, consumer engagement resulted in driving shoppers to find Skinny Tan on platforms such as Amazon and Soap.com. And, in less than one week via Facebook, Skinny Tan directed more than 22,500 people to GNC in search of the product.
Currently Skinny Tan is also sold at Beauty Collection, Jet.com and Harmon, which signed on for a test starting in March.
An offshoot of Skinny Tan is in the works to expand to the food, drug and mass channel. They company also plans to import other items currently successful in other countries.
What’s attracted shoppers to Skinny Tan is its somewhat unique market position. Created by two U.K. mothers — Kate Cotton and Louise Ferguson — who lamented that self-tanners streaked and so-called cellulite remedies didn’t make a difference. They set out to solve both in one double duty product and enticed financial support from investors from a Shark Tank like show in the U.K. called Dragons’ Den.
With Americans on the prowl for more natural products, Skinny Tan offers formulas that are all natural, cruelty-free and PETA-approved. The lineup includes Skinny Tan 7-Day Tanner, Skinny Tan Gradual Tanner, Skinny Tan Body Mousse, Skinny Tan Tan and Tone Kit and Skinny Tan Tan and Glow kit. Prices range from $29.95 to $54.99. Panetta added the line appeals to slightly older consumers who are often overlooked by the youthful marketing focus of conventional self tanners.