February 8, 2006
Product Naming: My Girl Organic Cosmetics Not Likely To Temp(tation) the Target Market
I always found it interesting to see how a niche product goes mainstream. There was the Kashi brand cereal sold in health food stores that went mainstream in supermarkets with the help of Kellogg's(r) who acquired it. How about bottled water, which is hard to even imagine that at one time it was a niche product, pioneered by Perrier in upscale bars and health clubs.
Now young and emerging cosmetics company, Only You, Inc., plans to take organic cosmetics mainstream by appealing to "teens and the middle class consumer" with affordable pricing.
With over 5,700 Wal-Mart stores (Discount, Super Centers and Warehouse) and Target's 1,300 plus stores, I could see not only teens but even preschoolers, not that I agree with this, using the My Girl organic cosmetics line consisting of "nail polish removers, lipsticks, body lotions, and fragrances."
What do I think of the My Girl brand name? To be honest, I find it hard to put myself in the shoes of a teen, but I'd like to think of myself as middle class. From a teen perspective, I can't imagine the relevance of the Temptations "My Girl" song that was popular in 1965.
Given that "My Girl" song was popular 40 years ago, it would likely be someone if their 50s that would emotionally connect with the song and the brand name. The number of 55-64 year olds is projected to grow 42%, to 40 million by 2007.
But wait, the strategy for My Girl is to price to appeal to mainstream consumers. But, the "My Girl" generation of 50-64 year olds can afford to spend to indulge themselves.
You know what? I don't particularly like the name My Girl, but I like the strategy of My Girl even less. It just doesn't hold water.
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