Supple Skin on the Cheap
Naturally Clear Skin’s ingredients belie its affordable price range.
By Joanna Cosgrove
The chill of fall is in the air and it’s the time of year when many reach for an emollient lotion or cream to soothe dry skin. But with all of the bargain lotions lining the shelves, do consumers really need another under-$10 dollar body care range? Yes, according to Strategic Solutions International, Inc. of Chicago, whose Naturally Clear Skin product line makes use of higher than average concentrations of shea and cocoa butters, essentials oils and vitamins A, E, B1, B2 and D to nourish skin throughout the day.
The line is comprised of five budget-friendly products that are priced to give consumers an affordable alternative to higher priced products, without sacrificing quality. Naturally Clear Skin Body Butter Lotion ($8.99) is made with pure cocoa butter and African shea butter to easily penetrate the skin to “nourish and detoxify the deepest tissue layers.” It contains a special blend of fruit acids with powerful antioxidants skin is kept looking youthful and healthy all year round.
|Naturally Clean skin care is billed as a more affordable alternative to high-priced skin care lines.|
Determining a price point for the line took a back seat to choosing ingredients for the formulation during the brand development phase, explained Romina G. Brown, president, Naturally Clear Skin, Strategic Solutions International.
“The line has been formulated with a revolutionary and proprietary fruit acid complex, Alpha Bioplex…a special blend of fruit acids with powerful anti-oxidants that help keep skin looking youthful and healthy. The products have also been formulated with high concentrations of African shea butter, 100 percent pure cocoa butter and with essential oils and vitamins,” she said.
The line didn’t start out with a target price range but did have a target consumer. “This consumer's needs are driven by physiologic characteristics that can be satisfied with high quality products,” said Ms. Brown. “He or she recognizes the differences in high quality products and is willing to pay for those differences. Because this targeted consumer is heavily engaged in the category and spends three times more on skin care than the general population, it was our objective to exceed their expectations. The final pricing, packaging, product benefits and communication were all driven by research conducted with diverse consumers from the target audience.”
The Naturally Clear Skin products were formulated by Raani Corporation of Bedford Park, IL. Ms. Brown said the line is currently sold in Walgreens but is not exclusive to the store. “Consumer behavior in this category highlights the significance of the drug, beauty and specialty store channels,” she concluded.